Mom.com: The Virtual Power of Moms

Mom.com: The Virtual Power of Moms

Tammy Everts
Jan 22, 2010

It's been widely acknowledged for some time that women have huge control over their family's purchasing decisions.

What this article at Parents.com celebrates is that now, more than ever – and thanks in a great deal to the internet – women are gaining more power to directly influence everyone from advertisers to government policymakers.

While the article makes a nod to politics, its main thrust is buying power, namely the ability of a cadre of high-profile female bloggers to corral the buying power of their readers:

Marketers realize that they have to earn the trust of savvy online mothers. To do so, they've gotten creative, ushering in a new -- and new-media -- era of advertising transparency and interactivity.

"Companies are putting thought into strategically reaching the holy grail of moms," says Megan Calhoun, founder of TwitterMoms, which works with marketers to create custom campaigns. Stacy DeBroff, CEO of Mom Central, a social-media publicity agency specializing in the mom market, agrees. "Moms are controlling the dialogue. We're not listening to ads that tell us what we should think and feel and do."

This power of influence doesn't come without a price, however, and that price is the scrutiny that these influential bloggers are subjected to every time they support (or criticize, as in the infamous Dooce "Maytag incident") a product. More and more, bloggers – and not just "mommy bloggers – are being called upon by their readers to be fully open about any relationship they might have with the manufacturer of a product they support.

The article deserves props for citing some of our favorite tastemakers in its list of "Power Moms": Heather Armstrong (Dooce), Gabrielle Blair (Design Mom), and Liz Gumbinner and Kristen Chase (CoolMomPicks). It also introduced us to some new blogs. We're keen to check out CityMama and TechMamas.

Read the full article here: Mom.com: The Virtual Power of Moms

Created with Sketch.