The baby boomer generation has a spending power in the trillions.
So Immersion Active is on the right track.
Based in Frederick, the marketing agency specializes in the 50-plus markets.
“The baby boomer generation is a large group, and they have disproportionately more discretionary income than other demographics,” said David Weigelt, co-founder of Immersion Active. “They have more reasons to use the Internet and, for all the media hype surrounding them, they were ? and still are ? severely underserved online. We saw this as the perfect storm.”
Weigelt and his partner Jonathan Boehman founded the company in 1998.
“Over the years we found that creating an effective online user experience was dependent on having an in-depth understanding of the user you?re targeting,” Weigelt said. “We had a lot of experience with the baby boomer generation, for which there seemed to be a good deal of need and potential.”
Boehman said the company?s work with PreRetirement Resources Group highlights what Immersion Active can do.
“Establishing trust with these consumers online requires careful consideration in both what you do and how you do it,” he said. “We have been able to help PRG understand the most appropriate ways to monetize their new business targeting boomers, while controlling all elements of the user experience that will make it successful.”
Weigelt said Immersion has no plans to shift its focus in the coming years.
“I think there will be a significant change in how boomers behave as consumers as they enter retirement,” he said. “We actually think this shift in how they spend their money will drive a greater need for Immersion Active to bring marketing insight.”
Immersion Active
16 East Patrick St., Frederick
301-631-9277; immersionactive.com
