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Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement by [Weigelt, David, Boehman, Jonathan]
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Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement Kindle Edition

4.8 out of 5 stars 30 customer reviews

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Length: 228 pages Word Wise: Enabled Enhanced Typesetting: Enabled
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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

  • File Size: 1139 KB
  • Print Length: 228 pages
  • Publisher: Linx (March 23, 2009)
  • Publication Date: March 23, 2009
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ASIN: B00200K0J4
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Enabled
  • Enhanced Typesetting: Enabled
  • Amazon Best Sellers Rank: #1,012,552 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Top Customer Reviews

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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Format: Hardcover Verified Purchase
This book covers much of the work of the late great David Wolfe in marketing and goes beyond it. It is a great practical guide for those who are interested in non segmentation advertising and pursuing DRM. I rated it 4.5 stars because I am hopeful there will be a sequel and because the application of the marketing theories is limited to online advertising. The principles outlined could easily apply in broader ways. But overall a great answer to the data driven marketing approach which is not targeted because in the rush to obtain data, there hasn't always been a desire to look for the best data.
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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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Format: Kindle Edition Verified Purchase
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. This book is no exception.

While the book does aggregate a lot of resources relating to the Boomers in one place, the insights that the author tries to convey are little. In every chapter thus far a problem is described and then complex sentences, without examples in most, are used to go around saying this is how you should tackle the problem, but it usually does not have any content.

Reading this book is hard since the knowledge you gain versus the number of pages it is written in is very small. This book could have been written in third of the amount of pages.

I have not read other books in the field yet, but I would not recommend to begin with this one. Most of the info you find in the book is easily googled...
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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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