ChoiceStream

The idea of target marketing has been around a long time, but until recently, marketers have had a hard time buying on enough Web sites to make the targeting truly effective. Now, companies like Blue Kai which tracks – behind the scenes – what sites users go to online are helping advertisers with better targeting. After collecting the information, Blue Kai groups Web visits into categories of consumers and immediately auctions off the data from some of the sites to marketers and Internet companies, which in turn use it for consumer research and ad personalization. There are those who believe this data driven ad buying will improve how online display ads are purchased and how they perform. The online display ad market is estimated at $20.8 billion in 2009. Meanwhile U.S. online ad spending on targeted ads will reach $1.1 billion this year, up from $775 million in 2008, according to research firm eMarketer. Read the full article at The Wall Street Journal

Despite concerns about the economy, consumers are widely expected to shop on Black Friday and Cyber Monday, but surveys find the shoppers will be looking for bargains. Also, research shows that more shoppers are heading online on Black Friday, traditionally the biggest shopping day of the year for bricks-and-mortar stores. Sales on the major shopping days could be affected, however, by consumers’ plans to do their holiday shopping earlier. A recent survey shows 52% of shoppers plan to shop on the day after Thanksgiving, up from 42% in 2008. These shoppers, however, will be pickier and will only buy if they can get a superior discount. Read the full article

Retailers are reporting some encouraging trends from October as they head into the holiday shopping season. Sales during the month, traditionally a time of fall clearance, were better than expected for many retailers. "There’s generally momentum in the business," said Leslie Wexner, chief executive of Limited Brands. Retailers are in a stronger position than a year ago. Inventory levels are much leaner, meaning fewer dramatic markdowns to clear excess wares. And most of the promotions have been carefully planned—unlike the fire sales that retailers held a year ago. That could help lift retailers’ profit margins. "The confidence is just beginning to come back to the business," said Glenn Murphy, Gap’s chief executive, last month. "We’re walking a little taller." Read the full article at The Wall Street Journal

94% of consumers who have recently bought online plan to shop the web for holiday gifts, Forrester Research finds. The 8% growth to $44.7 billion would be an improvement over last year’s 5% increase in holiday e-retail sales, according to Forrester. “Despite the lingering effects of the recession, the online space remains the retail industry`s growth engine,” says Forrester e-commerce analyst Sucharita Mulpuru. Read the full article at Internet Retailer

Contributer Jason Burby asks how you’re treating customers on your Web site. Are you anticipating their needs? Are you streamlining the buying process? Are you making it easy for them? Burby submits there are three things companies must be aware of to make the experience on their sites rewarding for customers. First, Web site operators must look to assure “satisfaction.” Burby notes, “It’s easy to see the connection between site satisfaction scores and overall business success.” Secondly, Web sites must “reduce barriers” but making it easy for the customer to find what they need, no matter what point of the purchase funnel they’re in. Finally, Web sites must “Anticipate customer needs.” This requires Web sites to “truly [understand] what is needed and taking the time to learn, anticipate, and change [what is presented to get it right].” Burby calls out Nordstrom, Zappos and Best Buy as companies that understand customers’ needs and works to meet those needs on their Web sites. Read the full article at ClickZ