Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement (Hardcover)

~ (Author), Jonathan Boehman (Author), David Wolfe (Foreword)
Key Phrases: campaign story, brand engagement, audience engagement, Dot Boom, Meaningful Online Engagement, Interaction Story (more...)

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.

See all Editorial Reviews

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 6.2 x 1.2 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (15 customer reviews)
• Amazon.com Sales Rank: #176,037 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars If you target the Boomer market, you need this book, May 13, 2009

By	K. A. Mills (Greensboro, NC United States) - See all my reviews (REAL NAME)

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.

1 of 1 people found the following review helpful:

5.0 out of 5 stars These 2 Guys Get It, May 12, 2009

By	P. Roden "runpatrick1" (Portland, OR United States) - See all my reviews (REAL NAME)

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

1 of 1 people found the following review helpful:

5.0 out of 5 stars Dot Boom: A Landmark Book in Gerontology & Marketing, May 7, 2009

By	Melanie D. Saulnier "@gerohelper" (Hamden, CT) - See all my reviews (REAL NAME)

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.