Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement
Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement
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Product 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.
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David Weigelt and Jonathan Boehman give us the opportunity with Dot Boom to learn what they do really know “Marketing To Baby Boomers through Meaningful Online Engagement”.
Dot Boom is a must for every person involved in marketing to Baby Boomers. It is a great opportunity to learn and understand about “human behavior” and about “the baby boomer generation”.
I like very much how they challenge conventional marketing. Which has become more and more expensive and less and less efficient. They really understand the need to Do Thing Differently when marketing to Baby Boomers. Excellent Book, excellent reading.
Luis Miranda
CEO – http://www.boomersabroad.com
A Niche portal, an online community and a Social network of Baby Boomers seeking out a new life, a dream home and exciting destinations.
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I read a huge number of online marketing books (it is, after all, what I do for a living), and I find the vast majority very pedestrian, full of “basics” and platitudes. Perhaps too much influence from the success of the “Dummies” series…
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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Dot Boom instantly grabbed me and I consumed the entire book within a 48-hour period! I think I found this book so exciting because it was `playing my song’ – being a baby boomer myself.
The authors’ Developmental Relationship Marketing (DRM) approach is based upon the premise that a baby boomer’s developmental maturity, and what stage she/he is at in their life-journey, is going to influence their worldview, their needs, how those needs are met and how their brain processes information. This made perfect sense to me.
This extremely sophisticated approach draws from biology (and shows us how to connect with the right brain/emotions of boomer consumers), psychology and Maslow’s Hierarchy of Needs (and shows us what motivates the behavior of boomer consumers) and the authors explain all in a thoroughly engaging and easily understandable style.
What I liked the most about this approach is that it is ‘inclusionary’ rather than the more traditional ‘exclusionary’ approach, where marketers put their potential consumers through a process of segmentation. As a baby boomer, this fits very well with my worldview, needless to say! It does however, necessitate a re-think of the popular notion of `niche’ and `sub-niche’.
But that’s not all. The authors also outline their cutting-edge Meaningful Online Engagement Model (MOEM). This is an absolute winner. What you get is a complete framework for your Brand Engagement Strategy Planning, to include brand, audience and content-space engagement. Coming from a counseling background, where narrative therapy is so popular, I was intrigued to find that the brand engagement strategy contains all the elements of a traditional story, namely: conflict, setting, plot, characters, point of view and theme.
I have no doubt that after reading this book you will come away with a head bursting with fresh ideas. Best yet, you will have the knowledge, tools and resources to put them into practice.
Kisane Slaney PhD
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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.
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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
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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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This book has the answers and advice for anyone wanting to generate Boomer interest. The well researched DotBoom gave me the confidence to change my strategy and approach to the look and feel of my online business presence. Since doing so I’ve contracted with two dream clients I’d never hoped of connecting with before. It could be a coincidence but I believe both these opportunities came as a direct result of reading this book and taking the advice within. Read it and follow through!
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Dot Boom is the marketing book I had been waiting for. I have been working with Boomers for many years and have wondered why in advertising it has been an under-served population. The authors did and excellent job using developmental psychology, humanistic psychology, and contemporary marketing philosophy to help the reader better understanding the challenges in reaching the Boomer market. I am a psychologist and along with my nurse-attorney wife started [...] where we offer solutions to legal, healthcare and the emotional needs of aging loved ones and their caregivers. Dot Boom offers clear tools to help businesses like ours serving the Boomer market capture this niche.
Dr. Mikol S. Davis
AgingParent.com &
HelpWithElders.com
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DotBoom combines Developmental Relationship Marketing with Meaningful Online Engagement and provides a new, more refined integrated approach for marketing your products or services to Baby Boomers. Given the fact that Baby Boomers represent one of every three adults in America and control over 70% of the wealth in the U.S., it shouldn’t come as a surprise to anyone that this demographic is becoming the most sought after consumer group in America. David and Jonathan walk the reader through the steps a company will need to take to successfully broadcast its value proposition using story telling and interwoven content to draw in the Boomer customers and create a “must-buy or must-have” mentality in the minds of those customers toward their product or service. This is 21st Century marketing at it’s best.
Mac McKinley, CEO, Boomer Insight Inc.
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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 havemild 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.