Burst Media is introducing a roster of websites aimed at mothers and their interests and shopping patterns - aka CEO Moms. The point, of course, is to lure advertisers interesting in targeting this constituency with such vehicles as MomsWhoThink.com, Parent Previews and CropMom.

This is a group that is well entrenched online, both in social media and via their own blogs, according to a Retail Advertising and Marketing Association (RAMA) survey conducted by BIGresearch.  Retailers trying to influence moms should pay close attention to these outlets and also focus on free items, promotions and discounts, the survey said. For instance, it found that women with children at home are more likely to use Facebook (60.3%), MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4%, 15.0%, respectively). Also, 15.3% maintain their own blog.

Other campaigns targeted at women - specifically mothers - have proven to be very successful. Fisher-Price recently mothers that want to share photos of their offspring with a new app called 'Moments to Share' . It gives women - or rather, anyone who wants to show off their children’s photos - an organized template in which the child’s name and gender is entered. Subsequent photos build a timeline of the child's growth. For its part, Fisher-Price is able to target its audience with product promotions using the information the parents provide.

Another example of mothers' online worth to brands are the destination sites geared to their interests.

Land O'Frost recently launched a community called Land O'Moms - the brand’s first foray into social media. Consumers use the site to exchange recipes and parenting advice, download coupons, read articles from women's magazines and communicate with popular mommy bloggers. Sara Lee Deli's new campaign, for its part, is the second stage of an initiative called "Mama Saga" where visitors to the Facebook page watch video clips and get advice on food preparation and other matters.