Dot Boom and over one million other books are available for Amazon Kindle. Learn more


or
Sign in to turn on 1-Click ordering.
Kindle Edition
 
   
More Buying Choices
Have one to sell? Sell yours here
Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement
 
 
Start reading Dot Boom on your Kindle in under a minute.

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

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

David Weigelt (Author), Jonathan Boehman (Author), David Wolfe (Foreword)
4.9 out of 5 stars  See all reviews (27 customer reviews)

List Price: $28.00
Price: $18.48 & eligible for FREE Super Saver Shipping on orders over $25. Details
You Save: $9.52 (34%)
o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o
In Stock.
Ships from and sold by Amazon.com. Gift-wrap available.
Only 18 left in stock--order soon (more on the way).

Formats

Amazon Price New from Used from
Kindle Edition $9.99  
Hardcover $18.48  

Book Description

March 1, 2009

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.


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 + Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions
Price For All Three: $64.19

Show availability and shipping details

Buy the selected items together


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

  • Hardcover: 224 pages
  • Publisher: LINX Corp (March 1, 2009)
  • Language: English
  • ISBN-10: 0980211832
  • ISBN-13: 978-0980211832
  • Product Dimensions: 9.2 x 6.3 x 0.9 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (27 customer reviews)
  • Amazon Best Sellers Rank: #436,028 in Books (See Top 100 in Books)

More About the Author

David Weigelt was born in 1969 in Media, Pennsylvania. Shortly after attending Western Maryland College (now McDaniel College) in Westminster, Maryland, David and a college friend, Jonathan Boehman, founded Internet marketing agency, Immersion Active. With a specialty of marketing to baby boomers and seniors online, he and his partner were recognized with over 100 awards for their work with companies like Del Webb, Baltimore Raven's and AARP. In addition to running his company, he is a pilot who holds a world record for flying a 1957 Piper Tri-Pacer from Frederick, Maryland to Palm Springs, California. David currently lives in Emmitsburg, Maryland with his wife and two children.

Customer Reviews

3 star
0
2 star
0
1 star
0
Most Helpful Customer Reviews
4 of 4 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.
Comment | 
Was this review helpful to you?
5 of 6 people found the following review helpful
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.

Dot Boom will take you on a journey to better understand the boomer demographic, our online motivations, our behavior, and what our preferences are with regard to the web destinations we visit and why.

As you journey through the pages you'll find it punctuated with useful signposts along the way. Dot Boom is neatly packaged into three main sections with a total of nine chapters. Each chapter cleverly begins with a quote - a lyric - from a hit song by a popular artist to set-up the chapter.

Like billboard signs along the road, graphs and charts are included in support of their research.

Need a break? Tired of reading? You may dig deeper into a particular topic online with numerous links provided within each chapter, which I found to be very convenient. What I believe to be a valuable feature of the book is that each chapter ends with "The TakeAway." So succentict are the takeaways, I found myself reading them first.

A key component in the book comes in Chapter 8: A Model for Meaningful Online Engagement. In detail, authors Weigelt and Boehman present "The Meaningful Online Engagement Model" (MOEM).

MOEM is a proprietary strategic planning tool that merges creative, media, and technical development into an integrated approach that, upon effective execution, will deliver results in campaigns targeting boomers. In my judgment, this is the tool that serves as Immersion Active's point of differentiation.

It is one thing to dazzle readers by name dropping the coolest cutting-edge social media tools and Web 2.0 technologies like RSS, widgets, user-generated content, etc. But they made certain not to neglect the fact that technological wizardry is no substitute for a well-thought out marketing communications program. Besides, emphasizing fundamentals like defining one's audience, MOEM also drills home the message to publish content that is useful, unobtrusive, honest, engaging, and interactive.

At the end of chapter, readers are invited to build their own engagement strategy - a MOEM scorecard that you can use to help gather your thoughts, answer questions, and record valuable data.

The scorecard helps you develop three critical strategies:
> Brand Engagement - an outline of the message you want to communicate about your brand.
> Audience Engagement - refining the details of who you should want to communicate to and how it should be told.
> Content-space Engagement - developing the end result in an actionable, specific engagement marketing communications plan.

As publisher of Baby Boomer [Knowledge Center](tm) it became abundantly clear early on that baby boomers are utilizing Social Media to communicate with family and friends, collaborate in teams, and cooperate with anyone they choose anywhere, anytime. In the emerging arena of user-generated content and citizen journalism, baby boomers are empowered and emboldened, and they want to discuss brands and companies, write their own product reviews, and find their own deals.

That's why MOEM is such a compelling tool. You can begin your own MOEM scorecard right now. Just visit the Immersion Active web site.

Dot Boom is recommended reading for any brand manager wanting to make a serious foray into the boomer space. Marketing agencies seeking to occupy a spot in 50+ boomer space take heed. With the publication of this book, Immersion Active has set the gold standard in 50+ marketing. Take advantage of its diligent research.

One criticism I have'mild as it might be 'is Dot Boom at times reads like the marketing text book I was required to read in college. And, occasionally, it's a tad bit too intellectual. Having said that, it remains in my view a passionate and persuasive book.

Dot Boom is destined to be quoted frequently. These two savvy marketing executives encourage you to share their hard work under the guidelines of a Creative Commons license. In fact, here at Boomer Authority(tm), we'd like to serialize the book. And with good reason: it has all the right tools for understanding the psychology behind boomer consumer choices, as well as the depth of challenges faced by today's advertisers trying to reach the 50+ demographic.

This well thought out book will be a benchmark moment for all marketing agencies and brand managers who ask the fundamental question: how can we connect with boomer consumers today? With the publication of Dot Boom, Weigelt and Boehman are likely to keep Immersion Active at the top of the leader board for some time to come.
Comment | 
Was this review helpful to you?
2 of 2 people found the following review helpful
These 2 Guys Get It May 12, 2009
Format:Hardcover|Amazon Verified Purchase
Just finished reading BOOM dot: 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
Comment | 
Was this review helpful to you?
Most Recent Customer Reviews
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 12 months ago by Eric Weinstein
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 19 months ago by Gail L. Vanik
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 21 months ago by Nico
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 22 months ago by Sharon Cohen
Excellent resource material
Dot Boom is an excellent resource for both government and private agencies and/or businesses serving or marketing to older adults. Read more
Published 23 months ago by Beverly Comsto
A must read...
This book has great insight on Baby Boomers and exactly how to connect with them consistently and effectively. Read more
Published 24 months ago by Mark Cruz
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
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
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. M. Wenley
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
Search Customer Reviews
Only search this product's reviews

Inside This Book (learn more)
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
campaign story, brand engagement, audience engagement, conditional positioning, boomer consumers, information triage, online engagement, various touch points, engagement strategy, most boomers, unconscious brain, mature consumers, older consumers
Key Phrases - Capitalized Phrases (CAPs): (learn more)
Dot Boom, Meaningful Online Engagement, Interaction Story, Online Engagement Redefined, Immersion Active, Home Instead Senior Care, The Promise of Marketing, The Psychology of Boomer Minds, Boomers Online, Content-Space Engagement, David Wolfe, United States, Developmental Relationship Marketing, Touch of Gray, The Biology of Marketing, Maslow's Hierarchy of Needs, Inspiring Influence
Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Search Inside This Book:


Tags Customers Associate with This Product

 (What's this?)
Click on a tag to find related items, discussions, and people.
 

Your tags: Add your first tag
 

Customer Discussions

This product's forum
Discussion Replies Latest Post
Marketing to baby boomers online? 0 Mar 27, 2009
See all discussions...  
Start a new discussion
Topic:
First post:
Prompts for sign-in
 

Search Customer Discussions
   



So You'd Like to...


Create a guide


Look for Similar Items by Category


Look for Similar Items by Subject

Search Books by subject:






i.e., each book must be in subject 1 AND subject 2 AND ...