Women and Word of Mouth

In the last two months it seems like so many of our clients have come to us wanting to reach two groups...working moms and boomers. We'll start with working moms.

As communities continue to segment online, we see the growth of sites like WorkitMom.com and Minti. The experts tell us that moms are decision makers for a whole range of products, spend time online and like to connect with other moms. Our clients are interested in listening to moms on these networks, understanding their needs and turning them into brand champions and influencers.

And although its devoted to women generally and not mom's specifically, SheSpeaks offers a way to get products into the hands of women who influence other women. The company already claims an impressive client list including Martha Stewart Omnimedia, Oxygen Media, AOL and Jonathan Skin and Haircare.

No wonder us marketer are so eager to reach women online. According to eMarketer, "Conversion Catalysts" that 15% of us who influence the buying decisions of others, are more likely to be female. On the flip side, 95% of women said they make buying decisions based on their friends recommendations.