While the recent online video campaign for Motrin might have bombed, other brands and online properties are still having a lot of success online. Some recent data from Marketing Sherpa and Borrell Associates suggests that moms control a $2.1 trillion in annual spending within the household. If done right, local focused advertising is expected to reach as high as $13.6 billion in 2009.
ParentZone.com which is part of the Kaboose network of family-friendly online properties recently re-launched their site offering more local content such as local events and parent resource listings, such as pediatricians, daycares, restaurants and camps in metropolitan markets across the United States and Canada.
“We believe that there is a strong need for honest recommendations by real moms on local resources and services,” said Alexandra Aleskovsky, General Manager and Senior Vice-President of Online Media Properties for Kaboose. “Within our existing communities and through other market research, we have seen a resurgence of interest in local entertainment and community resources. With access to other parents’ valuable shared experiences in our Mom Reviews and Guide Picks, parents will be able to manage risk while saving time, money and gas.”
The re-designed site also features a guide that is constantly updated with new content and recommendations by local Mom Guides who can improve suggested content, as well users will have the ability to rate and review content and services in local markets, as well as ask questions of other parents in their region about any of the resources included on the site.