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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


"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: #339,537 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
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
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
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2 of 2 people found the following review helpful
David Weigelt and Jonathan Boeman's Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement can be considered a landmark book in the fields of gerontology and marketing at the same time. Gerontologists and others in the field of aging will see the authors have credibly divided the Boomers into their various cohorts and explored the differences between younger and older Boomers. Rather than jump immediately into online marketing, Dot Boom focuses a great deal on Wolfe's Core Values, Maslow's Hierarchy of Needs, and types of messages that reach Boomers effectively, forming a unique holistic framework for the entire book. In the latter third of Dot Boom, Wieigelt and Boeman attempt to redefine online engagement altogether. Rather than look at clicks and page views, the authors want to look at actions and influences, and the desire for people to want share information - and define this new idea as Meaningful Online Engagement. Dot Boom introduces Brand Engagement, Audience Engagement, and Content-Space Engagement strategies with goal of having a fully integrated Meaningful Online Engagement. Through concepts introduced in Dot Boom, marketers and Boomer-oriented companies will have an edge in developing influential online campaigns.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Dot Boom Marketing A to Z August 2, 2010
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 buying habits and consumer needs. I read Dot Boom with three hats: 1) as a babyboomer; 2)as a print and virtual communicator and 3)as a book author on how to start an online business as well as a new ipad app for this market "Family&MeReader."

I learned a great deal about myself and my peers and how to communicate and market to them. Very helpful was the combination of the academic and hands-on information. The book provided a good foundation about these babyboomers and then the nitty gritty of engagement.

I look forward to the next book with some more examples of Web sites/blogs that are successfully catering to this market and case studies. For the next 10 to 20 years, this market is going to rule the roost. The more information available, the better!
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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 7 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 19 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 A "Must Have" for Any Marketer
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. Read more
Published on October 15, 2010 by Gail L. Vanik
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 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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