Last week a Digital Trenches discussion noted the rising trend in interest surrounding daddy bloggers. But in face of this week’s eMarketer published report, mommies still have that edge with marketers. And for good reason. According to the report, 68% of new mothers began using “mom-centric social media” after having children, and 33% increased their use of social media in general. Couple that with the current estimate that mothers control 80% of household spending, then it becomes clear why marketers prefer Moms. Senior eMarketer analyst Jeffrey Grau commented that moms come together to “share information about product deals” – a valuable bonus to marketers.
Is the value of mommy bloggers in their buying power? Or is it more about their networking power? The evidence is in what marketers approach mommy bloggers for: endorsements. If their value is really buying power, then simply advertising on a “mom-centric” social network like BabyCenter or Circle of Moms would likely get the job done. While that may be happening, the activity getting the most attention in 2009 by, not only the media, but the FTC, was product reviews.
One can easily conclude then that the value of mommy bloggers is their ability to influence other moms and to leverage their buying power. If that is true, then a mommy blogging is something akin to consumer journalism and marketers would be wise to take note.
Here are five ways marketers can earn a mommy journalist’s respect for a highly valued third party endorsement:
Mommy bloggers have an invested interest in their readers and approaching them with a journalistic respect will show that marketers truly understand the value of a mom.