2018 has been labeled by some marketers as the year influencer marketing was legitimized. According to Ad Week,  companies will spend upwards of $10 billion using influencers to deliver their message.  Leveraging the power of ‘word of marketing’ has long been an effective tactic in marketing to moms and continues to be successful as Gen Z moms emerge. However, in the rush to engage mom influencers, marketers have relied on their existing agencies, hallway recommendations or worst of all- Google searches- to determine which of the many social media moms to select as marketing partners. A recent Journal of Marketing [...]

There’s been a great deal of conflicting press recently about influencer marketing. On one end of the spectrum are articles touting that Influencer marketing is the “in” tactic for 2018. On the other end is an Ad Age article citing P&G’s influencers with fake followers that became viral among marketers and influencers alike. When I wrote my first book, Marketing to Moms: Getting Your Share of the Trillion Dollar Industry (Prima, 2002), I started the book off by describing a scenario with four moms sitting at a park talking about their next trip to Walt Disney World. Little did I [...]

When it comes to shopping for Father’s Day gifts, Millennial moms take gift-buying into their own hands by not asking Dad for gift ideas or a gift list, according to a new survey by BSM Media on Father’s Day gift-buying trends. Good news for Millennial fathers- more than two-thirds of Millennial moms say they have never given a tie on Father’s Day. The study of 600 moms reveals that more than 79% of moms in the U.S. expect to spend between $26 and $100 on each Father’s Day gift this year with one-third saying they expect to spend over $100 [...]