Marketing to Moms: Do Moms Read Ads on Blogs?

September 16, 2010 § 2 Comments

We talk a lot about online marketing using buzz words like social media engagement, transparency, user generated content and conversations.  All of these are good, but let’s get to the heart of the matter.  Who reads mom blogs and do they read the ads?

Influential moms are reading mom blogs, don’t mind ads and started reading blogs to learn about ways to save money.

Here are a few facts from Unicast’s 2010 Back to School Study that put a face on these Power Blog Readers.

• There are more than 35 million “Power Moms”, the influential group that have children under the age of 18 that are leading and sharing information on line.

• More than one-third of “Power Moms” read six or more mom blogs.

• 62% spend at least three hours a week reading mom blogs.

• 45% started reading mom blogs to learn ways to save money.

• Most think ads are okay.  While 31% of moms think online ads are “annoying but inevitable,” 27% don’t care and 35% think they’re sometimes helpful or really like them. Less than 6% of respondents “hate them.”

• 80% of Power Moms are more likely to see ads that have coupons, discounts or sales associated with the ad.  And that applies to ads everywhere on the web.

Interactive ads are best, particularly ads with contests (69%), downloadable content (36%), customized local information (36%), surveys or quizzes (33%).

•  Ads that are noticed on mom blogs, across all ages 25-54, have something to do with groceries, followed by child related products, women’s products, and travel.  The interest in food and children’s products may be because of the focus of many of the mom blogs around parenting and household concerns.

Marketers should take blogs seriously.  The Power Moms are the ones who share information and influence others.  Clicks are not the metric we should be concerned about. Clicks do not indicate engagement or loyalty.   Share is the killer metric for moms, showing their engagement and endorsement.

So, if you like this article, please feel free to share!



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§ 2 Responses to Marketing to Moms: Do Moms Read Ads on Blogs?

  • Emily Foshee says:

    Hi Jamie,

    Great article on the purchasing power of moms! The numbers speak for themselves…moms read blogs, and they read the ads on the blogs. Moms are a growing buying force in our economy, and the savvy marketers will notice of their influence.

    Thanks for the great information.

    —Emily Foshee

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