The Pontiflex Blog

Adweek’s recent article cites a study conducted by BabyCenter that found a significant increase in the percentage of moms who use social media. According to the research, 63% of moms report being active on social networks vs 11% in 2006. BabyCenter also found that community sites dedicated to moms are viewed as more trustworthy platforms for exchanging ideas and advice than more general social networks like Facebook.

Marketers who are looking to connect with moms are increasingly looking to transparent CPL advertising to build email databases and engage with moms in exactly this way. Using cost per lead marketing, advertisers target moms on relevant sites and only pay when they acquire the contact information of someone who is interested in a brand-specific product or offer. Through email, marketers then invite moms to join community sites and social platforms as a way to both interact with each other, and the brand.