As a Mom, I can assert that Moms know best. Mostly.
I say this not to get nostalgic...which we baby boomers do love to do, but to make the point that Moms are the ones who hold the purse-strings (pretty much always have for most of the household and kid items), and they should be high on your priority list when it comes to marketing to women online.
Newswise — Kids may roll their eyes when their mother asks them about their school day, but answering her may actually help them learn. New research from Vanderbilt University reveals that children learn the solution to a problem best when they explain it to their mom.
It brings back fond memories. I always asked my kids what they did that day at school, when they got home. All three were usually eager to tell me, also. We had long discussions about the events at school, and on the playground. But, I didn't stop there. Every night I read them a story and after I was done I would discuss the story with them. (ok, some nights I was barely able to read the story, let alone lead a discussion about it, but I tried most nights).
Somewhere I had read that repeating events, talking over things, and just getting kids to open up and talk about not only what went on in their lives, but the things they think about, was a good way to teach them how to become effective thinkers. Contemplation and thoughtful discussion was always a part of our daily life. It's nice to know I was on the right track.
Today, the girls still talk to me...but my son - at 25 (next month), he merely gives me grunts and one word replies to my questions. Sometimes I grab him and tie him to the chair, and interrogate him... no, not really. I do insist he talk to me, but I still get very litte interaction. People tell me it's a boy thing.
Regardless, Moms are so important in the overall family culture and structure - I hope if you're contemplating a new campaign for marketing to women online, in 2008, that Moms are a really big part of it. Now, call your mother.