The rise of mommy or mummy bloggers, in the US and UK, has become an evermore interesting group for marketers to tap, but it would be wrong to think that they only blog about motherhood and family. They’re writing about a lot.
According to an eMarketer report in the US more than 12% of moms already blog and that figure is rising fast.
Debra Williamson, a senior analysts at eMarketer, said that while blogs around parenting issues were the most common, the topics that mums are writing about go far beyond that and marketers need to look deeper as there are useful relationships to be formed with this group of online women.
Other moms rather than focusing on parenting are writing about travel, cars or technology and all of that is influential to the nearly 33 million moms who go online in the US Williamson said.
“While they share one thing in common — having children — they are a diverse group. This diversity is both a benefit and a challenge for marketers; creating a strong blogger outreach program takes time, effort and nurturing,” she said.
In the UK the group was targeted by all political parties during the election and earlier this year it was reported in the UK that the number of mothers using social networking websites has risen from 11% to 63% since 2006, according to a survey conducted by parenting website BabyCentre.
It found that young mums are networking for themselves to find parenting tips and information on children’s health issues, to share stories about their children and find product reviews and recommendations.
That might well be about buying the next family car which is a decision increasingly made by women in families where there are children. Earlier this year Ford worked with ten members of UK site Mumsnet to test the design of its Galaxy and S-Max models. The mums produced videos about their experiences and it sparked a healthy debate on the site.
Last week McCains launched a campaign that rewarded web savvy mums with online coupons and notably during the flooding in Pakistan and Bangladesh Save The Children reached out to mummy bloggers and took them over.