March 15th, 2011
Harnessing the Power of the Mom Blogger
The New York Times
THE latest advice on child-rearing, baby products and prenatal yoga stretches is not being found in conversations over the picket fence but rather in Twitter messages, blog rolls and on Facebook walls. To that end, marketers have been increasingly harnessing the power of mothers online to reach their intended audiences for products.
Whether it’s building brand awareness or promoting television shows, advertising industry experts say that they are finding that the mother blogger niche is active, loyal and deeply involved with spreading its messages. And, the wealth of demographic information available about online users allows for better directed campaigns, marketers say.
The mother bloggers can become “ambassadors of brands,” said Sarah Hofstetter, senior vice president for emerging media and brand strategy at 360i, a digital agency owned by Dentsu, the Japanese advertising agency. “These mom bloggers have tremendous personality and tremendous opinions.”
The analysis firm eMarketer estimated that in 2010, there were more than 3.9 million women with children who were bloggers. In a recent report, eMarketer said that mothers were more likely to visit blogs than users in general, particularly to seek advice on parenting issues, and that the popularity of social media like Twitter and Facebook was helping to drive traffic to their postings.
“Advertisers are extremely interested in integrating ‘social’ into their advertising campaigns, and for certain brands, it can work really well,” said Megan Calhoun, a mother of two and founder of SocialMoms, a 30,000-member community of mother bloggers, which previously was called Twitter Moms.