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Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement [Kindle Edition]

David Weigelt , Jonathan Boehman
4.8 out of 5 stars  See all reviews (28 customer reviews)

Kindle Price: $9.99

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Book Description

Today, more than ever, marketers need a way to increase the return on their marketing investments. Baby boomers continue to be the most powerful, vibrant consumers in the marketplace, despite an increasingly challenging economy. And the Internet provides both the most effective and efficient method to connect with these consumers.

Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement provides the actionable framework you need to strategically plan engaging boomer-focused online campaigns. Dot Boom examines consumer behavior through the lenses of Developmental Relationship Marketing and a Meaningful Online Engagement model specific to mature adults. This book shows you how to build integrated, online campaigns that optimize the multi-touch-point, emotional, and experiential marketing techniques most effective with these consumers.

Authors David Weigelt and Jonathan Boehman are the founding partners of Immersion Active, the only U.S.-based Internet marketing agency focused solely on the 50-plus markets. Together, they provide the insight you need to forge profitable, lasting relationships between your brand and the powerful boomer consumer.


Editorial Reviews

Review

"A powerful and penetrating look at two big trends shaping our lives: Aging boomers and the Web. An unbeatable combination and an irresistible book."
--Harry R. Moody, director of academic affairs for AARP

"Until Dot Boom, most companies did not know how to penetrate the walls surrounding this seasoned and cynical consumer set. With the insightful findings of Weigelt and Boehman, translated into easy-to-understand lessons and actionable suggestions, powerful online engagement with baby boomers is now possible. This book should be in the library of any marketer wishing to better understand this hugely important market and it will be a great asset in seizing a leadership position in boomers' hearts and minds."
-- Stephen Croncota, chief marketing officer for Haggar Clothing Co

"Dot Boom provides a clear and logical roadmap to targeting the booming "older" population on a bedrock of solid research and grounding. Don't segment this book to your marketing/communications department, it's just as useful for your product development staff."
-- Judy Diaz, managing director of brand strategy for PBS

"Here is a challenge: pick an online marketing campaign targeting adults over age 50. If you find something wrong with it, read this book to discover exactly what it is that didn't connect, and learn how to fix it."
-- Gary Moulton, Ph. D., product manager for Microsoft

Book Description

In the bumpy turbulence of our current market, David Weigelt and Jonathan Boehman skillfully navigate marketers through the thought processes of today's baby boomer. By introducing Developmental Relationship Marketing and Meaningful Online Engagement, they've created a systematic approach to obtaining "landing rights" in the emotional mind of this powerful customer.

Product Details

  • File Size: 895 KB
  • Print Length: 228 pages
  • Page Numbers Source ISBN: 0980211832
  • Publisher: Linx (March 23, 2009)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B00200K0J4
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Enabled
  • Amazon Best Sellers Rank: #569,986 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
7 of 7 people found the following review helpful
Format:Hardcover
David Weigelet and Jonathan Boehman truly understand the Boomer market and how to reach them online. What makes this book unique is its focus on engagement -- something that is too often overlooked in other marketing books. Engagement is key to this audience. Boomers not only have substantial buying power but frequently tell others about their experiences. They are avid word-of-mouth advertisers. Marketers that build relationships with Boomer customers will find their customers' influence powerful. The authors explain plainly how to create this connection online and provide numerous examples of other companies that have done so successfully. If you are interested in targeting this market, this is one book that you should not miss.
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7 of 8 people found the following review helpful
5.0 out of 5 stars Dot Boom or Dot Bust! There's only two choices. November 18, 2009
Format:Hardcover
Every marketing agency strives to achieve a point of differentiation - something tangible to hang its hat on to stand out from the competition.

Among the most popular tools utilized by marketing agencies to create a value proposition and showcase relevant agency expertise, is through the authoring of book. But with hundreds of new marketing titles published annually, authoring the elusive bestseller is no easy feat.

I willingly and cheerfully agreed to review Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement for two reasons: 1.) As a baby boomer I wanted to find out what tools, techniques and Web 2.0 technologies are being leveraged to reach me and my generation and, 2.) as head of Boomer Authority(tm) it is my responsibility to keep current on all things boomer related.

I'm sure glad I took the time to read Dot Boom. As a former public relations practitioner, I am keenly aware yesterday's marketing techniques just do not work anymore and that Social Media and Web 2.0 offer unprecedented opportunities to make advertising, marketing and public relations professionals succeed on behalf of their clients more powerfully than ever before.

There will be two kinds of mature marketing professionals in the future: those who read Dot Boom and adopt its principals and practices, and the unemployed looking for work in a different field.

I can confidently report the authors of Dot Boom, David Weigelt and Jonathan Boehman, have been successful in creating a valuable strategic asset for Immersion Active, the marketing agency for which they both are partners.

Let's talk about the book.
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3 of 3 people found the following review helpful
5.0 out of 5 stars These 2 Guys Get It May 12, 2009
Format:Hardcover|Verified Purchase
Just finished reading dot BOOM: Marketing to baby boomers through Meaningful Online Engagement, by David Weigelt & Jonathan Boehman and it won't be my last time doing so. This is a marketing book that is accessible and insightful. I could RELATE to the concepts and understand them as a nurse, and it will inform my online strategy from now on.
These two guys get it--and it's beyond Maslows's Hierarchy of Needs. This is not about manipulating--if you're looking for insights on how to manipulate consumers this is NOT the book for you; there are plenty of others to choose from. But, if you want to understand how to achieve a higher level of engagement with potential customers that's authentic and relevant, then this is the book for you.

For example on page 34:
What's crucial to understanding behavior, and thus the effectiveness of marketing, is to grasp how our biological similarities interact with our psychological differences.
Trust me, you are going to want to understand what this means.

This book provides language for ideas that make a difference, concepts like Developmental Relationship Marketing and Meaningful Online Engagement will change how marketing is done from now on--and it's a welcomed change.

Patrick Roden PhD
aginginplace.com
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2 of 2 people found the following review helpful
5.0 out of 5 stars A "Must Have" for Any Marketer October 15, 2010
Format:Hardcover
If you are looking for a book to help you navigate the maze of today's online marketing to the 50+ year old market, then Dot Boom is a "must have" for your bookshelf.

David Weigelt and Jonathan Boehman, partners of Immersion Active, are the first of their kind to focus solely on this market and their extensive knowledge of the subject is evident throughout this book..

David Wolfe's excellent introduction sets the stage for a book that serves as a marketer's roadmap to understanding and connecting with today's important Baby Boomer market.

They begin by discussing the size and potential of this market. They bust myths that previously had been assumed - that boomers don't use the internet in the same way that other age groups do, that they don't visit the same kinds of websites, and that they aren't quickly jumping on the information highway. Their research proves differently. They also provide valuable facts and figures about exactly how much different age groups are spending online and how much they expect to spend. For anyone planning an online campaign, this is golden information.

The book then addresses why it is important to do things differently than marketers have in the past as well as why traditional methods of advertising aren't working particularly well any longer. They introduce their concept of Meaningful Online Engagement as a way to measure the effectiveness and value of marketing efforts.

The heart of the book deals with the things that need to be understood before planning any effective marketing campaign. Weigelt and Boehman get inside the head of the typical boomer and explain how and why purchasing decisions may be made by this group.
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Most Recent Customer Reviews
2.0 out of 5 stars 30% into the book - it is mostly empty words
Admittedly, I do not like books written by American marketers. At the end of the day, I usually end up feeling that a lot of words end up in saying very little. Read more
Published 6 months ago by Dalia Karmon
5.0 out of 5 stars The marketing that includes
`'Dot Boom is a universal book it can be applyied to all generation online and outline as it focuses and listens to the consumer needs. Read more
Published 18 months ago by Arabella Ignatieff Ph.D
5.0 out of 5 stars This book reinforced and expanded my approach to copywriting
As an copywriter and independent marketing communications consultant, I found Dot Boom valuable for three main reasons.

1. Read more
Published on May 29, 2011 by Eric Weinstein
5.0 out of 5 stars Marketing to and Beyond Boomers
Dot Boom provides an excellent perspective not just to the Boomer market, but to the changing dynamics of marketing in the years to come. Read more
Published on August 26, 2010 by Nico
5.0 out of 5 stars Dot Boom Marketing A to Z
Given the fact that there are millions of babyboomers who continue to buy billions of dollars of products and services, it is amazing that so little has been written about their... Read more
Published on August 2, 2010 by Sharon Cohen
5.0 out of 5 stars A must read...
This book has great insight on Baby Boomers and exactly how to connect with them consistently and effectively. Read more
Published on June 3, 2010 by Mark Cruz
5.0 out of 5 stars The Best Way To Combine Two Critical Marketing Realities
If you are a marketer these days, it so important to remember that the largest spending generation has specific perspectives on everything. Read more
Published on April 13, 2010 by JBCMarketer
5.0 out of 5 stars Excellent Marketing Techniques
As a development professional and a "non-marketeer" I found this book to be very interesting. The techniques are backed up with a great deal of research and factual data, and the... Read more
Published on April 8, 2010 by David Newman
5.0 out of 5 stars easy to read and insightful
I have begun marketing online to baby boommers like me, so when I spotted this book I was keen to get my hands on it. Read more
Published on April 7, 2010 by H. Wenley
5.0 out of 5 stars Of tremendous value, especially to web-radio and communications!
I had the opportunity to first meet David Weigelt at a seminar for Certified Senior Advisors last October'09 in Denver, where he was a featured presenter. Read more
Published on February 4, 2010 by Lorin Ricker
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