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Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement Hardcover – March 1, 2009
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"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
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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Top Customer Reviews
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...
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
It is written with professional marketers in mind but for non-professional marketers like me, it gave me some insights plus I could relate to much of what was stated about us baby boomers. I am now more sure of where I am going with my online marketing.
Dot Boom was a refreshing change. Real insights here into how to leverage the online world and create engagement with the huge boomer market. The chapter titles are well indicative of the book's thrust: challenging conventional marketing, doing things differently.
In short, there is that all-too-rare commodity here: some truly original thinking. It's well worth a read. As a marketer focused on 45-64 women, I've already started using what I learned.
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