Today’s MediaPost Daily–a must read for any marketer–talks about the reality of convergence — across platforms, media and marrketing in general. Every marketer worth talking to today knows that digital influence and conversational influence is transforming and will continue to transform our current market opportunities. Especially in this challenging environment.
MediaPost speaks to what Mommies Clique is doing every day for brands and companies and products: We marketers spark the conversation and the Mommies drive it. Like MediaPost says, Mommies Clique Mommies are mentors, hosts, ambassadors, advocates, and–at their essence– communicators. The MediaPost reiterates what we have been saying about moms:
– On many consumer brand purchases, they are the primary decision-maker.
– They are brand loyal – but they try new things, especially when advocated.
– They are recommenders; they listen to recommenders.
– They appreciate “review” content.
– They are community-driven and have shown an interest in social media from its very beginnings — and now are there to a notable height. Once in chat rooms and on message boards, they now frequent social media forums, sharing online.
– They blog. Big-time — and often about brands with the motive of advocacy.
The eMarketer report entitled “Mom Bloggers Fuel Online Brand Talk” underscores new models for monetizing, engaging, and really harnessing the power of Mommies in the blogospherem like Mommies Clique. MediaPost goes on to say that “More than three-quarters of mothers who blog in the US review products, according to recently released data from Mom Central Reporting” and “Mom bloggers may be especially open to contact from brands in the current economic environment: More than 60% of mom bloggers considered making money important and wanted more connectivity with companies; over one-third (37%) said they had already been contacted as a resource for the press.” and
“Working with mom bloggers makes sense because the Internet is a leading conversation starter about products and brands among new and expectant mothers, according to a January 2008 study by BabyCenter and Keller Fay Group.”
It warmed this Mommie Blogger’s heart that Kendall Allen concluded that she “would argue that the advocating, connector mom is major firepower.” MAJOR FIREPOWER! How about that Mommies? This warmed this overtired, very spent Mommies’ heart. Thank you Kendall Allen and more power to the Hand That Rocks The Cradle! Mommies, what do you think?
Mommies Clique 
I forwarded that article to a ton of people yesterday–Kendall Allen nailed it! I’ve been obsessed with mommy blogs and their connectedness and influence. I’m a mom and a marketer and I am thrilled to see this getting so much attention. (SVP, Audience & Product Mgmt, BzzAgent).
It’s great to know that moms are getting the respect that we deserve for being the multi-taskers responsible for juggling career and family. It would be great to see even more comapanies embrace the schedule that moms need to keep to raise our children so that they can tap into their very own “focus groups” in the office.