Seniors in Atlanta

Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement

Description

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.

Reviews

Rating: 5 / 5
Date: 2010-08-26
Summary: "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. With a brief history on why and how marketing has been done, the authors look at how this needs to change as Boomers (the New Customer Majority) age and their values change. In doing so, we as marketers need to adapt to this change in order to be more effective, not just to Boomers but in understanding younger markets as well. This isn't because of technological changes such as social media, but this is component that needs to be considered. The book offers some good examples and tools on how this can be done. It's an excellent follow up to David Wolfe's book "Ageless Marketing."

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Rating: 5 / 5
Date: 2010-08-02
Summary: "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 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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Rating: 5 / 5
Date: 2010-06-17
Summary: "Excellent resource material"

Dot Boom is an excellent resource for both government and private agencies and/or businesses serving or marketing to older adults. You can no longer ignore the need to have a web-based presence to communicate with seniors and their baby boomer children. I have shared this book with my colleagues and advisory committee as we move forward to create and maintain our web-based presence.

Michelle Berry
Director, Broome County CASA
Binghamton, NY

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Rating: 5 / 5
Date: 2010-06-03
Summary: "A must read..."

This book has great insight on Baby Boomers and exactly how to connect with them consistently and effectively. Easy read with a very do-able approach to connecting with the biggest consumer market today. I highly recommend it.

Mark Cruz

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Rating: 5 / 5
Date: 2010-04-13
Summary: "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. Combine that with the fact that online marketing is the most measurable and most relevant mechanism to engage these days and that means each and every one of us HAS TO better understand the boomer generations inclinations and perceptions when it comes to online marketing. I found this book to not only be helpful but one that pushed me to ask better questions specific to the challenges I am dealing with for clients. I also found the process models effective and I especially like the real examples with photos and diagrams since I learn best visually. I would definitely recommend this book!