MediaPost identifies two factors impacting moms‘ “traditional path-to-purchase” – the use of smartphones and the need to keep an eye on spending during the recession.

Printable coupons, loyalty cards, and mobile coupons have become increasingly popular, with the article citing a recent report showing that more than 45 million consumers have used digital coupons.

To reach moms, social media is good, but expertise is better. “They want usage tips, recipes, new product reviews, special offers and price breaks. And more than anything else, they want solutions,” the story says. Also, respect the fact that she’s busy, and always let her opt-in.