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BizReport : Blogs & Content archives : November 12, 2008

Lucid Marketing: Mom bloggers vs moms that don't

It has long been reported that online women, in particular moms, play a huge part in web discussions and blogging, but is there a difference between moms that blog and those that don't use the Internet?

by Helen Leggatt

lucid marketing logo.jpgAccording to recent research from Lucid Marketing the answer is yes, there are differences between the two. Moms that blog are more receptive to online marketing communications than other moms. In particular they are more receptive to banner advertising, perhaps due to their own experiences with the use of the ad format.

Lucid concluded, from their research of over 450 U.S. women, that moms who blog go online to socialize, indeed they were over 70% more likely to indicate being addicted to a social network compared to moms who knew little or nothing about blogs. Many mom bloggers feel their social network profile is an extension of their real identity.

Marketers who have already embraced the word-of-mouth power that mom bloggers hold, and realized the importance of connecting with them, will feel vindicated by Lucid's research. Those that haven't should sit up and take note of this "powerful and yet maverick group".

Regardless of whether they are moms that blog, blog readers or avoid blogs altogether, all online moms are receptive to email, found the survey entitled "Social Media & Moms - Blogger Edition". All online moms check their personal email throughout the day and, on the whole, they prefer to receive opt-in emails.

Tags: banner advertising, blog, blogging, mom bloggers, moms, online marketing, social network, word-of-mouth

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