Immersion Active partner David Weigelt was a featured guest on Leaders Portfolio with Rebecca Blacksmith, a radio show on Washington D.C.’s Money 1260 Radio. Weigelt’s interview aired at 11 a.m. on Wednesday, November 11 on WWRC-1260AM and was simulcast on the Money 1260 website.
Leaders Portfolio features CEOs and other principals who discuss their leadership style and philosophy, their unique challenges and successes, and their methods for navigating their market sector during the present economic climate.
During the interview, Blacksmith focused on Meaningful Online Engagement, which is the title concept of Weigelt’s (and Immersion Active partner Jonathan Boehman’s) recently released book Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement.
“[With Meaningful Online Engagement] we move away from measuring our success just based on clicks, banner ads, and things like that to helping people process their lives,” Weigelt said. “We also focus on how that turns into a longer lasting relationship for which our ultimate goal is one of sharing. So how can we leverage WOM in the form of getting adults over 50 to share online and spread the word for our clients?”
Blacksmith also asked Weigelt to share specific advice to companies that are marketing to baby boomers and seniors. He responded that “there are a lot of things that fly in the face of conventional wisdom.” For Weigelt’s full answer, listen to the full interview on the Leaders Portfolio website.