Ecommerce firms looking to target women and specifically mothers
through online advertising might wish to consider upping their social
media campaigns, recent research has indicated.

According to
the RAMA Research study All About Moms, mothers are using these
channels more and more to look for deals and coupons online.

The report revealed that blogs, Twitter, Facebook and other similar sites are increasingly popular with this demographic.

Mike
Gatti, executive director for RAMA, commented: "Retailers who aren't
engaging customers through social media could be missing the boat."

He said the web is an "efficient, convenient" way for brands to stay in contact with their loyal shoppers.

It could also be a perfect opportunity for firms to attract more consumers to an online store or brand, he added.

According to the report, 93.6 per cent of mothers regularly or occasionally seek advice before they purchase an item.

Facebook
was found to be one of the most popular social networks with mothers,
with more than six out of ten using the service, while MySpace was the
second favourite, with 42.3 per cent of respondents signing up to the
social network.

This comes after a report called Women &
Brands Online: The Digital Disconnect Emerges from Chicago and Q
Interactive found that more than half of the women using social
networks have "befriended" a brand online