The opinion-shaping group is powerful—and idiosyncratic
Mommy bloggers, despite their unfortunate moniker (it makes them sound frumpy), have become a fixture in the marketing and PR landscape.
It’s only natural that we seek endorsements and testimonials from them. Mommy (and daddy) bloggers are a natural outcropping of the blogging phenomenon, and smart marketers have been looking for ways to capitalize on this digital voice, as they do with every group that gains consumer-influencing power.
The downside to the phenomenon of these blogs, however, is that the ethical guidelines that apply to mommy and daddy bloggers, and the products they review, have been incredibly slow to coalesce. It’s become a free-for-all: The FTC’s recent ruling, which requires bloggers of all stripes to disclose whether the products they review were provided free, has brought to the fore many examples of what not to do. But given that mommy and daddy bloggers aren’t going anywhere soon, what are the best ways for marketers to pursue these coveted endorsements?
1. Be attractive