Photo: rtomazela, Flickr
First there were mommies. Then came blogs. Put the two together, and a marketing force is born. "Now said to number in the millions, these online women have cobbled together content networks that rival some mainstream media companies," asserts Advertising Age. "And they're clearly a force that retailers underestimate at their own peril."
Coca-Cola, a company with a long history of savvy marketing (New Coke notwithstanding), doesn't underestimate that force one bit -- in fact, it hopes to profit from it. Kenth Kaerhoeg, group communications director for the company's Pacific branch in Hong Kong, told AdAge that they're in the process of identifying "digital influencers" in South Korea -- i.e., popular mommy bloggers -- to stir up some good, old-fashioned word of mouth. Hooking up with the right young moms can have an enormous marketing effect, as Kaerhoeg explains; the company takes them very seriously, calling them "vitally important stakeholders."