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Industry Director, Tech B2B Vertical, Google
Business-to-business (B2B) companies are not yet investing in mobile marketing as much as business-to-consumer (B2C) brands are, and it’s no surprise—for many B2Bs, less than 10% of overall traffic comes from mobile devices. Jay Bowden, Google’s industry director for the tech B2B vertical, spoke with eMarketer’s Maria Minsker about the role that mobile engagement plays for B2Bs and shared insight on measuring mobile marketing success.
eMarketer: When B2B marketers think about customer experience, they often see mobile as a separate entity. Why is this the case?
Jay Bowden: B2Bs are not making mobile part of the unified experience because they haven’t seen critical mass yet. Right now, we see as much as 30% of search queries come from mobile devices. When that share was smaller, however, we were working with budget-constrained advertisers, so we also put those resources toward desktop, where the majority of traffic originated.
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