Book - About the Book

What people are saying about 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."

- 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

At REAL powered by Humana, we seek to create meaningful engagement with baby boomer consumers and fulfill their expectations as they move into life's next chapter. Dot Boom provides innovative approaches and tools to measure reach and return that go beyond basic metrics and focuses on connecting at an emotional and rational level. This holistic approach from Weigelt and Boehman could not have come at a more opportune time.

- Fred Cremo, director of strategic development for Humana

"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."

- Tom Mann, co-founder of Mature Market Experts and TR Mann Consulting and former senior vice president of advertising for Erickson Retirement Communities

"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."

- Dick Stroud, chief executive officer of 20plus30 and author of  The 50-Plus Market

"Bottom line, Weigelt and Boehman get it. In Dot Boom, they share their deep knowledge and practical experience on how to market to today's boomers online. In straightforward and clear language, they demystify and explain exactly what to do and how to do it. The examples they share bring it all to life. You won't go wrong reading this book."

- Matt Thornhill, founder and president of the Boomer Project and co-author of Boomer Consumer

"The current credit crunch is making marketing departments look for improved ROI. Dot Boom is the solution to achieving this. The authors build a solid basis for the development of strategies for targeting mature consumers."

- Kevin Lavery, director of Millennium, managing director of Agency Group, and president of the International Mature Marketing Network

"While the title implies online marketing, this book is a genuine heads-up for marketers in any space looking to target the ubiquitous baby boom generation. There's good reading, and great learning, here regardless of how well you think you already engage your target boomer consumers today."

- Kurt Medina, president of Medina Associates, co-author of 77 Truths About Marketing to the 50+ Consumer, and lead instructor for the Direct Marketing Association's "Mastering the 50+ Marketplace" seminars

"The knowledge base of Weigelt and Boehman's research, the stats on the baby boomers as a target audience, and the concepts offered to identify, create, and establish relationships with these consumers are unmatched by any I've seen."

- Harby Tran, publisher of Smart Company magazine

"From the practical examples to the principles behind their concept of Meaningful Online Engagement, David Weigelt and Jonathan Boehman have written a bible for integrated campaigns to targeting boomers."

- Andy P. Garvin, founder and director of Guideline, Inc. (formerly FIND/SVP) and chief operating officer of PreRetirement Resources Group