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


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Frequently Bought Together

Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement + Boomer Consumer: Ten New Rules for Marketing to America’s Largest, Wealthiest and Most Influential Group + No B.S. Guide to Marketing to Leading Edge Boomers & Seniors: The Ultimate No Holds Barred Take No Prisoners Roadmap to the Money
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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: #296,440 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

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Dot Boom is a must for every person involved in marketing to Baby Boomers.
Luis Miranda
They introduce their concept of Meaningful Online Engagement as a way to measure the effectiveness and value of marketing efforts.
Gail L. Vanik
The language is clear and easy to understand and the book is truly engaging.
David Newman

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 Melanie D. Saulnier on May 7, 2009
Format: Hardcover
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 By Sharon Cohen on August 2, 2010
Format: Hardcover
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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