Brafton reported that this year's back-to-school shopping often began with blogs for moms trying to find deals. Now, it seems that marketing blogs may be effective for reaching mothers year round – and businesses that appeal to moms may catch links to their sites in the growing "mommy blogosphere."
According to an eMarketer report, Mom's Who Blog: A Marketing Powerhouse, more than 17 million mothers with children under the age of 18 read blogs, and this number is expected to grow to nearly 21 million by 2014. EMarketer senior analyst Debra Aho Wilson says this is "a benefit and challenge for marketers." While mothers may read brands' blogs, she suggests businesses focus on getting word-of-web referrals from moms who blog, themselves.
The report reveals that more than 3.9 million women with children in the U.S. write blogs – covering everything from parenting to automobiles and technology. This diverse group has one thing in common – children. This means they will likely offer advice on coupons or family fun and safety, no matter their blogs' topics. Businesses that are deemed thought-leaders through their own blogs and online content may catch links in influential mom blogs.
Blogs aren't the only way marketers can catch the interest of mom bloggers on the web. A recent report from AVG found that 92 percent of U.S. toddlers have an online presence, with 7 percent holding email accounts, 5 percent having social profiles and a majority being featured in a parent's social profile in some capacity. With this in mind, brands should consider distributing family-friendly marketing content through various digital channels to catch mom shoppers' interests.
Moreover, as Brafton reported earlier this year, a Harris poll found mobile campaigns are perfect for reaching parents – 35 percent of consumers with children under the age of six said they were interested in receiving text messages about products or services. Plus, parents are more likely to convert than other on-the-go consumers. Nearly half of respondents with kids said they valued the ability to make purchases via their mobile devices