Brands love mommy-bloggers

Mommy-bloggers can easily become the big fishes of online marketing in the near future.

As a matter of
fact, mothers are top-consumers: they are  responsible for $2.1
trillion of U.S. consumer spending, controlling about 80 percent of
household expenditures, according to BSM Media. On top of that, most
mommies keep active weblogs to discuss products with fellow-mothers:
60 percent of their online conversations include a mention of brands
or products, according to a study done last year by BabyCenter and
Keller Fay Group. The sponsors of the most popular mommy-bloggers
include Johnson & Johnson, Procter & Gamble and State Farm.

Brands, particularly consumer
packaged-goods companies, have taken note. P&G and Walmart have
mommy-blogger outreach programs. J&J has a wide-ranging
mommy-blogger strategy that includes sending out product samples and
bringing select bloggers to its headquarters. Its new YouTube
contest, "Big Bubblin' Stars!," which solicits bath time
videos, is hosted by mommy blogger Christine Young, a homeschooling
mother of six. Frito-Lay, looking for online buzz for its new line of
snacks, last month flew mommy bloggers out to Los Angeles to meet
Brooke Burke and preview its "Only in a woman's world" ad
campaign.