9780980211832

Dot Boom : Marketing to Baby Boomers through Meaningful Online Engagement

by
  • ISBN13:

    9780980211832

  • ISBN10:

    0980211832

  • Format: Hardcover
  • Copyright: 2009-03-01
  • Publisher: LINX Corp
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Summary

Today, more than ever, marketers need a way to increase the return on their marketing investments. Baby boomers continue to be the most powerful, vibrant consumers in the marketplace, despite an increasingly challenging economy. And the Internet provides both the most effective and efficient method to connect with these consumers. Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement provides the actionable framework you need to strategically plan engaging boomer-focused online campaigns. Dot Boom examines consumer behavior through the lenses of Developmental Relationship Marketing and a Meaningful Online Engagement model specific to mature adults. This book shows you how to build integrated, online campaigns that optimize the multi-touch-point, emotional, and experiential marketing techniques most effective with these consumers. Authors David Weigelt and Jonathan Boehman are the founding partners of Immersion Active, the only U.S.-based Internet marketing agency focused solely on the 50-plus markets. Together, they provide the insight you need to forge profitable, lasting relationships between your brand and the powerful boomer consumer.

Table of Contents

Forewordp. iii
Prefacep. xi
Challenging Conventional Marketing
The Promise of Marketing to Boomers Onlinep. 3
The Need to Do Things Differentlyp. 19
Motivating Boomers Online
The Biology of Marketingp. 31
The Psychology of Boomer Mindsp. 43
A Shift in Boomer Thinkingp. 61
Messaging and Imagery that Connect with Boomersp. 73
Engaging Boomers Online
Online Engagement Redefinedp. 105
A Model for Meaningful Online Engagementp. 131
Inspiring Influencep. 153
Appendixp. 161
Glossaryp. 173
Endnotesp. 177
Indexp. 185
Table of Contents provided by Ingram. All Rights Reserved.

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