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Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement Hardcover – March 1, 2009


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Product Details

  • Hardcover: 224 pages
  • Publisher: LINX Corp (March 1, 2009)
  • Language: English
  • ISBN-10: 0980211832
  • ISBN-13: 978-0980211832
  • Product Dimensions: 9.1 x 6.3 x 0.8 inches
  • Shipping Weight: 15.2 ounces
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (28 customer reviews)
  • Amazon Best Sellers Rank: #849,226 in Books (See Top 100 in Books)

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.

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Customer Reviews

4.8 out of 5 stars
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The language is clear and easy to understand and the book is truly engaging.
David Newman
Together the three strategies create a holistic brand approach engaging the boomers with a meaningful brand experience.
Nancy Padberg
David Weigelet and Jonathan Boehman truly understand the Boomer market and how to reach them online.
K. A. Mills

Most Helpful Customer Reviews

7 of 7 people found the following review helpful By K. A. Mills on May 13, 2009
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 By Martin Diano on 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 By P. Roden on 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 By Gail L. Vanik on 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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