Yes, I know it should really be 'mum' but the American way works better for my cheap title.

Interesting study by Kevin from Lucid marketing (carried on The Wombat) on the importance of mums in the word of mouth dynamic. Study says 80% of household spending is controlled by mums - meaning what what they hear, see and write matters a lot.

Everyone knows they also like to natter.

"Moms are good at building relationships and enjoy sharing know-how. You can see relationships growing and word of mouth happening at ball games, bus stops, birthday parties, etc."

The study emphasises an important point about knowing who's talking about brands as well as what they are saying.