Say the phrase "first-time moms," and you immediately think of the young mom caring for her new infant, but new research is challenging that idea. "We think about 'first-time moms,' but somehow the idea that mom is experiencing all the age groups for the 'first time' is not recognized after the child moves on from being an infant," says Michal Clements, senior principal of The Cambridge Group and co-author of a new marketing book, Tuning Into Mom: Understanding America's Most Powerful Consumer. One of the book's key insights is that mom's focus -- labeled "hot buttons" in the book -- …

Last week, more than 200 social media mom influencers and brands gathered in New York at SheStreams 2011 to discuss what's next on the social media horizon. Speakers and sessions focused on podcasting, radio, live webisodes and online videos. Surprisingly to some, not one session contained the word blog. For highlights of the content, search #shestream on Twitter or view videos.

Moms love brands for myriad reasons, but first and foremost, brands have to make great products. If the brand creates the right experience around the product, it will have the beginnings of a great relationship with mom. What is entailed in creating a great brand experience? It can be anything from supporting a cause to offering great tools and information to creating something that touches an emotional chord to being a brand that brings you just plain fun.

How are moms using Twitter? Earlier this month, we asked that question of our Social Savvy research panel, comprising moms active in the social media space. We are announcing the results here.

This new "head-down" mom will force brands to rethink advertising strategies. What role will outdoor advertising play in this new world? How effective will traditional advertising be?

I'm perplexed by how marketers speak to parents, especially working parents. Some seem to get us, but most seem to use the same words and phrases to remind us of our current plight.

In July, the National Retail Federation shared results from its 2011 Back-to-School survey conducted by BIGresearch: combined K-12 and college spending was expected to reach $68.8 billion, serving as the second-biggest consumer-spending event for retailers behind the winter holidays.

Gen Y moms hold a unique and powerful position in today's marketplace. As the first generation of female consumers who grew up with the Internet enter motherhood, it is more important than ever to understand what makes her "click." Today's young mom is more social, more tech savvy and more connected than ever before. And she is integral to a brand's success both on and offline. Buzz is about what's happening right now, and immediacy and access have become the new norm. Moms with young children are not only at the forefront of this frontier, but are also driving many …

Yes, yet another new social media platform to watch! But Tumblr is one that could change the landscape for those of us who are targeting moms ... which is of course, a large percentage of the marketing community.

From housewives to high-powered professionals, 40-something DigiMoms are spending their dwindling free time on social games. But are marketers making the most of this captive audience?