New Book Reveals Systematic Approach for Marketing to Boomers Online
The partners of Immersion Active, the only Internet marketing agency in the United States focused solely on the mature markets, released Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement. Dot Boom is an insightful new book that challenges conventional marketing and serves as a guide to connect with boomers, who are the Internet's largest and wealthiest consumer segment in history.
(PRWEB) May 6, 2009 -- The partners of Immersion Active, the only Internet marketing agency in the United States focused solely on the mature markets, released Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement. Dot Boom is an insightful new book that challenges conventional marketing and serves as a guide to connect with boomers, who are the Internet's largest and wealthiest consumer segment in history.
"Marketing needs a makeover," David Weigelt and Jonathan Boehman declare in an insightful new book that challenges conventional marketing beliefs and serves as a guide for successfully connecting with the Internet's wealthiest consumer segment in history. While marketers have traditionally targeted the 18- to 35-year-old demographic, the majority of the United States population is now over age 40 and represents $2 trillion in disposable income annually -- outspending younger adults online two to one. In Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement, Weigelt and Boehman use clear language, practical examples, and proprietary research to introduce their innovative approach to engaging boomers and seniors online.
Harry Moody, director of academic affairs for AARP, calls Dot Boom "a powerful and penetrating look at two big trends shaping our lives: Aging boomers and the Web. An unbeatable combination and an irresistible book." Kevin Lavery, director of Millennium, managing director of Agency Group, and president of the International Mature Marketing Network says, "The current credit crunch is making marketing departments look for improved ROI. Dot Boom is the solution to achieving this."
Authors Weigelt and Boehman are owners of Immersion Active, the only Internet marketing agency in the U.S. solely focused on mature markets. "More than 12,500 boomers are turning 50 each day," Weigelt says. "That's about 7 people every second. Businesses who want to reach them must recognize this distinctive group's motivation in order to capture the market.
When we changed the course of our business to specialize on boomer and senior consumers, we had no idea what the journey would reveal. What began as a study of baby boomers' online motivations, behaviors, and preferences culminated in our creation of a holistic methodology based on Meaningful Online Engagement (MOE), a term we developed to define boomer-specific engagement."
Boehman says today's changing economy requires different online strategies than in the past. "In Dot Boom we discuss David Wolfe's Developmental Relationship Marketing (DRM) concepts and explore the biological and psychological motivators behind mature user behavior. Then we explain our process for applying a developmental approach to campaigns using a boomer-specific definition of engagement as a metric. With our MOE model, we give the reader a framework for effective strategies that better connect with baby boomers online."
Dick Stroud, chief executive officer of 20plus30 and author of The 50-Plus Market said of Dot Boom: "David Weigelt and Jonathan Boehman understand the theory and, more importantly, the practice of engaging with older Web users. They have distilled their years of experience into the most readable book -- Dot Boom. If you are working in digital media with a market of older online users, then this is essential reading."
Dot Boom is available for sale in Barnes & Noble stores and online at Amazon, Barnes & Noble, Borders and Books-A-Million. The Kindle e-book version can also be found on Amazon. More in-depth information about the book and full reviews are available online, where readers can read case studies, and measure their own campaign's MOE with an interactive Engagement Scorecard.
About the Authors
David Weigelt and Jonathan Boehman are the founding partners of Immersion Active, the only interactive marketing company in the United States focused exclusively on the baby boomer and senior markets. Located in Frederick, Maryland, Immersion Active has consistently ranked as one of the best interactive firms and has been honored with more than 100 regional, national and international awards. For more information, visit Immersion Active's website.
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