Book - About the Book

[+] EnlargeAbove: A tag cloud generated from the entire manuscript of Dot Boom.

Today, more than ever, marketers need a way to increase the return on their marketing investments. Sometimes, uncertain times call for the most certain measures.

Baby boomers continue to be the most powerful, vibrant consumers in the marketplace, despite an increasingly challenging economy, and will be for many years to come. Boomers are deeply engaged with everything the Internet has to offer, making interactive marketing channels the most effective and efficient method to connect with these consumers. Positioning your brand to meaningfully engage baby boomers online is the key to producing results reflective of this powerful consumer group.

Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement shows you how to build integrated online campaigns that optimize the multi-touch point, emotionally-driven, experiential marketing techniques that are most effective with older consumers.

Authors David Weigelt and Jonathan Boehman provide you with the actionable framework you need for engaging online campaigns targeting baby boomers by:

• Examining the biological and psychological motivators behind boomers' buying behavior
• Exploring a developmental marketing approach to targeting boomers
• Taking the elusive marketing buzzword "engagement" and establishing a new concept — Meaningful Online Engagement — specific to baby boomers
• Presenting a framework for producing online campaigns that forge a meaningful relationship with boomer consumers
• Providing actionable tactics and techniques to position your brand as an influential force in boomer conversations online

Being an influential brand with baby boomers online is the result of meaningful engagement. Dot Boom offers a solid understanding of a developmental marketing and Meaningful Online Engagement approach to targeting baby boomers online — a powerful combination that will result in profitable and lasting relationships between your brand and this lucrative consumer group.