""Many mom bloggers are extremely marketing-savvy, some much more than the brand managers," said John Andrews, founder-CEO of Collective Bias, a social-media unit of Mars Advertising."
The article includes an interview with Ms. Lincicum, a couponing mom, strategy for saving runs contrary to standard shopping approaches:
"the fewer trips to the store, the fewer impulse buys and the more you'll save. "
"'My rule is to never buy something when you need it.'"
and the downside of coupons for people who want to eat healthfully: "'"We could save more if we ate processed stuff," she said. "Adding produce makes this automatically not a 90%-off trip. But this is real life.'"
The article ends with a graph from Nielsen: