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A business boom, courtesy of baby boomers

The Frederick News-Post, 2/19/09

Abstract:

Marketing to baby boomers -- the wealthiest generation in the history of the United States -- would require meaningful engagement, especially in the wake of an uncertain economy, according to entrepreneur David Weigelt.

Weigelt, principal partner of Immersion Active and a guest speaker to the Emmitsburg Business & Professional Association, discussed strategies for marketing to baby boomers Tuesday night...

...Weigelt said boomers are catching up with what Generation Xers are doing online, including discovering that the Internet offers a personal way to engage with people of like-minded interests.

The old thinking was that marketers need to speak louder, be obnoxious or be more creative. The new way to reach baby boomers is through meaningful online engagement, Weigelt said.

Their boomer-specific definition of meaningful online engagement helps them methodically identify what works and what doesn't, so they are able to replicate successful campaigns, Weigelt said.

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