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The push for parents’ eyeballs is intensifying among marketers keen on feeding and clothing their kids. Last week, Gerber Products Co. relaunched its site to give it a more consumer-friendly look and feel. The Fremont, Mich. baby food maker is the latest in a parade of companies that have built and promoted their Web sites as authoritative parenting guides. Others include Gerber’s primary competitor in the baby food aisle, Beech-Nut Nutrition Corp., plus Procter & Gamble’s ParentTime and the Pampers Parenting Institute.
As general Web usage at home climbs-and as more women in particular go online -young parents have become the focus of many online marketing strategies and sites.
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