Welcome to Idea Exchange, where we share our latest thinking about how marketers of highly engineered products and services can design better interactions along the Buyer Experience Value Chain

IDEA EXCHANGE

Welcome to Idea Exchange, where we share our latest thinking about how marketers of highly engineered products and services can design better interactions along the Buyer Experience Value Chain®. At Quarry, we believe a strong brand is just the beginning — which is why we focus on converting branding to buying.

Moving into the Multi-Screen World: How Google Analytics Is Changing the Decision-Making Game

For marketers who rely on analytics for evidence-based decision making, this new multi-screen world has also presented some new measurement challenges and some great marketing analytics opportunities.

In late 2012 Google Analytics introduced the exciting concept of Universal Analytics—that is, the idea of using a single unique identifier to provide much better picture of user behavior as an individual and not a series of different device interactions. Google has also recognized the powerful potential of bringing together prospect and customer data from other marketing technology tools such as Customer Relationship Management (CRM), Marketing Automation and Content Management Systems.

What is exciting about Google’s proposed solution is that it recognized that marketers have begun to develop sophisticated, join-up marketing technology ecosystems, each with their proprietary view of your prospect or customer, and have proposed a method of connecting these systems for a more complete view of your customers’ buying journey. Read more

Posted in All Posts, Analytics & ROI, Customer Insight, Featured Posts, Lead generation, Mobile Marketing, Sales Effectiveness, Telecommunications, Tips, Trends
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2D Code, or Not 2D Code, That Is the QR Question

QR codes (aka 2D Barcodes) aren’t new, and yet they remain shrouded in uncertainty. Most marketers understand the theory behind QR code technology, but many are unsure of how exactly it works, or when to use it – and why. This uncertainty raises questions around whether or not a QR campaign is really worth its risk. Read more

Posted in Advertising & Media, All Posts, B2B Marketing, Best Practices, Featured Posts, Mobile Marketing, Tips, Trends
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The Web Is Dead! Long Live Mobile (and TV)

Tablets and smartphones are rapidly evolving as the primary tool for us to consume messaging, social and edutainment media. This has caught even Internet vanguards such as Google and Facebook off guard as they struggle to monetize the precipitous swing to mobile. The connected Mobile device is rapidly replacing our more traditional ways of getting Web content. Read more

Posted in Advertising & Media, All Posts, Buyer Experience, Interface Design, Mobile Marketing, Social Media, Telecommunications, Trends
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Why Mobile + Social Media Matter for B2B Marketers

By 2013, more people will be using mobile phones than personal computers to get online. For B2B marketers, this information has some important implications. Consider that a high percentage of the “first view” of your content will be consumed on a mobile device. If you are marketing by email to purchase decision makers, the proportion of people who will open your email communications on a mobile device could be as high as 50%. Not only are they consuming content, but they are also actively sharing content with their peers over multiple social media channels as implied by the double-digit growth seen for Twitter and LinkedIn. Read more

Posted in Advertising & Media, All Posts, B2B Marketing, Best Practices, Customer Insight, Mobile Marketing, Social Media, Telecommunications, Tips, Trends
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The Changing of the Guard on the Farm: Marketing to Generations X and Y

How will the transition to a younger demographic re-shape the buying conversation for your business? Who are Generations X and Y, and what do they care about? These are questions ag marketers will be asking themselves in the years ahead as Baby Boomers exit the business and two distinct, new generations of farmers begin to make their presence felt. Read more

Posted in Agribusiness, All Posts, Customer Insight, Trends
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Smartphones More Popular Than Sex? – Are You Taking Advantage of Mobile Marketing? [Part I]

Did you know, in a recent survey, a third of the people questioned were more willing to give up sex for a week than give up their mobile phone, and two thirds sleep with their smartphone next to them? Read more

Posted in All Posts, B2B Marketing, Telecommunications, Trends
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Will Shifts in Farm Subsidies Re-Define the Agricultural Landscape?

Are farm subsidies in their current form necessary, in light of current commodities prices and farm income levels? What impact do they have on producer purchasing habits? What do you think? Join the conversation. Read more

Posted in Agribusiness, All Posts
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Are Smartphones Re-defining How We Talk to Farmers – and How They Farm?

Farmers are using smartphones for a wide range of applications. Beyond calling, among the most popular features are texting, Internet access, and camera use, according to the Successful Farming survey. Wireless bridging, tweeting field reports, and conducting searches are other popular uses, members of the social media group, Farmers for the Future, say. Read more

Posted in Agribusiness, All Posts, Customer Insight, Social Media, Telecommunications, Trends
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Embracing Change in the World of Pharmaceutical Marketing

Digital is fast becoming “the” preferred communication channel for many doctors. 82 percent use smart phones, 73 percent indicate a preference for e-promotion, and 60 percent are on SERMO – the largest online physician community in the US, which was introduced only five years ago. What’s more, 80 percent of SERMO-enrolled physicians say they would engage with a company there, opening the door to new engagement opportunities. Read more to learn what Liz Cermak of POZEN Inc. shared with those at our May Marketing Mondays event. Read more

Posted in All Posts, Healthcare, Sales Effectiveness, Trends
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Understanding Products as Language

What product defines your business? Great products are increasingly distinguished by their ability to provide an extraordinary customer experience. Whether it’s a John Deere 8 Series tractor that delivers power to the land, or a fungicide that enables higher yields, the experience a product provides is a powerful communications tool for your brand. Read more

Posted in Agribusiness, All Posts, Branding, Buyer Experience
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