While attending a press event recently, hosted by Disneyland to introduce the park’s seasonal attractions to reporters, I met a new media contingent. Though they work independently and are not associated with traditional outlets, this army of media messengers was being heavily courted by the savvy marketing executives at Disneyland because of the power they wield.
They are mom bloggers.
What started several years ago as simple posts on sites like blogspot.com and wordpress.com – probably pecked out by mothers in the middle of the night as their children finally dozed off – has turned into a generation of more than 36 million mommy bloggers, all who make certain their voices are heard by anyone who will listen, talking about everything from politics to potty training. And they are listening – to each other. Because moms turn to other moms to share their thoughts, ideas, frustrations and recommendations, corporations are now moving their marketing focus to the blogger. Supply a mom blogger with, say, a fancy diaper bag, and she won’t just tell you she likes it. She’ll tell everyone who follows her that she likes it. A whole new marketing strategy has evolved. In fact, so many companies have reached out to mom bloggers that the Federal Trade Commission is jumping into the mix. The FTC’s crackdown requires that bloggers disclose that they received products they love from companies at no cost. It just shows you that mom bloggers are one powerful group.
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