That is the message from a new study by Mom Central Consulting. The study, as reported in eMarketer showed that more than three-quarters of mothers who blog in the US review products.

From a marketing perspective the ability to reach out and interact with mommy bloggers is critical to building a positive online brand impression. And this is something that mommy bloggers want to happen. More than 60% of mom bloggers considered making money important and wanted more connectivity with companies,while over a third of mommy bloggers surveyed (37%) said they had already been contacted as a resource for the press. Are you leaving the marketing of your product to bloggers?

Working with mom bloggers makes sense for a lot of brands because the Internet is a leading conversation starter about products and brands among new and expectant mothers, according to a January 2008 study by BabyCenter and Keller Fay Group.

Debra Aho Williamson, senior analyst at eMarketer, noted three steps for marketers and retailers to take to effectively reach mothers researching or shopping online:

• Anticipate their needs, because they may not have time to articulate them.
• Provide factual information, because moms trust the opinions of experts.
• Recognize and encourage moms’ interest in sharing ideas with other parents.

“Moms like to share advice with other moms because they remember how hard it was to find the right car seat, stroller or daycare for their own children,” Ms. Williamson said. “They want to pay it forward by giving recommendations and tips, and that gives them a sense of gratification.”

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