Collin Colburn

Senior Analyst

Forrester Bio

Collin Colburn

Author Insights

Blog

Take A Chance On Your Holiday Podcasts

Collin Colburn 20 hours ago
Marketers are itching to get close to consumers in time for a holiday spending surge. This season, we think marketers should take the opportunity to be bold (at work) with their podcasting efforts. We know lots of retailers and brands — from Sephora to Blue Apron to Shopify — have their own podcasts. And even […]
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Listen Up: Podcasts Can Elevate Your Brand’s Marketing Strategy

Collin Colburn September 16, 2020
I’ll admit it: I’m a podcast newb. I just got into them at the end of last year because of Wondery’s Business Wars, which sucked me in on my daily commute. While I’ve been late to the game, my colleague Sarah Dawson — a podcast lover and aficionado — listens regularly and knew much more […]
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The SEO Platform Landscape Is A Cheese Board Of Point Solutions

Collin Colburn September 9, 2020
With advertising budgets cut, SEO strategy is more important now than ever before. Learn three key takeaways from the new Forrester Wave report on SEO platforms.
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The Podcast Wars Have Begun

Collin Colburn July 9, 2020
Recent moves by Spotify and SiriusXM reinforce that podcasts are indeed the Next Big Thing.
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How To Decide If An Emerging Marketing Channel Is Right For You

Collin Colburn May 11, 2020
The whole world and economy has changed over the past several months due to the pandemic. The global economy is in a recession. Advertisers are decreasing media budgets, which is leading to decelerating ad revenue for many of Silicon Valley’s largest companies. But consumers are seeking entertainment and connection during this time and are increasingly […]
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Publishers Shift Focus From Advertiser To Customer

Collin Colburn February 18, 2020
Publishers are placing their bets on consumers, investing in quality content and better subscriber experiences. Yet they know they still need ad dollars to thrive.
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Google Breaks Out YouTube And Cloud In Q4 2019 Earnings

Collin Colburn February 4, 2020
Google’s parent company, Alphabet, released earnings on Monday. For the first time, the company more specifically broke out YouTube and Google Cloud’s revenues, which gives us better insights into the growth of the overall ad business and how much Google is investing in Cloud to be its next big cash cow. What We Learned Google […]
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Use Search To Convert In-Market Customers This Holiday Season

Collin Colburn October 31, 2019
Learn how to get the most from your paid search and search engine optimization efforts.
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Blog

Predictions 2020: The Media Industry Braces For Long-Term Change

Collin Colburn October 29, 2019
The battle for customer loyalty and wallet share will intensify. What happens in 2020 will have implications that extend well into the new decade.
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Blog

Meet The Performance Marketing Agencies

Collin Colburn September 18, 2019
I’m excited to share that “The Forrester Wave™: Performance Marketing Agencies, Q3 2019” is live. This is the newest iteration of one of Forrester’s longest-running Wave evaluations: search marketing agencies. We first evaluated search marketing agencies in 2006, led by my colleague Shar VanBoskirk. Since then, we’ve done six Waves from 2006 to 2017. In […]
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Google, Facebook, And Amazon: From Advertising Duopoly To Triopoly

Collin Colburn September 3, 2019
Google and Facebook have long dominated the digital advertising landscape. Now, Amazon has staked its claim. What could this mean for the ad industry and for marketers?
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Blog

Voice Assistants Cannot Answer All Your Questions

Collin Colburn April 24, 2019
Let’s be honest: There is a lot of hype around voice assistants (or, as we call them at Forrester, intelligent agents, or IAs). Marketers, agencies, and vendors alike are all excited about this potential voice search future. But have you ever had a voice search experience with an IA like the cartoon below? We wanted […]
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Blog

Join Our 2019 Search Marketing Survey

Collin Colburn February 4, 2019
I am pleased to announce that Forrester and SEMPO (Search Engine Marketing Professional Organization) are partnering for the second year in a row to field a search marketing survey. From last year’s survey, we highlighted five key trends that we saw in the search marketing industry. This survey will look into the challenges, tasks, budgets, and […]
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Amazon Continues To Lean Into Its Advertising Business

Collin Colburn October 29, 2018
It’s unbelievable how much attention Amazon Advertising now gets. Prior to 2018, very few media outlets or Forrester clients even spoke about Amazon’s ad products. That has all changed, and we are now seeing a surge of questions from clients across the ecosystem — tech vendors, agencies, CPG clients, non-CPG clients — asking about Amazon Advertising. Over […]
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Blog

Get Your SEO In Shape

Collin Colburn October 1, 2018
Pick a sport. Any sport. You are now tasked with managing that team’s success. Sounds pretty fun, right? Apply this to managing a company’s search engine optimization, and it quickly turns into a cumbersome task. You know the desired outcome and KPIs you’d like to achieve, but numerous obstacles can stand in the way of […]
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Use Search Marketing To Propel Your Holiday Season Efforts

Collin Colburn September 28, 2018
The holiday season is upon us once again. For many in the retail and consumer goods industries, this is the most crucial time of the year. Bonuses are made or lost during the holiday season as some toys, electronics, and clothing items become the hit of the season and others fall flat. We know customers […]
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Blog

Every Company Needs An SEO Platform

Collin Colburn August 8, 2018
Who’d have thought that in 2018 we would be publishing a Forrester Wave™ evaluation on SEO platforms? Honestly, even I’m a bit surprised. We published this Wave because we have seen a rising number of inquiries from Forrester’s clients about SEO and how to improve their websites for searchers. A pivotal part to any enterprise […]
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How GDPR Impacts Search Marketing

Collin Colburn August 1, 2018
The European Union’s General Data Protection Regulation (GDPR) has been in place since May 25. Marketers in all areas of the world have been abuzz about GDPR’s impact and what they need to be doing about it. Forrester published a podcast on it before the regulation went into effect that you can listen to here. […]
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Blog

Six Key Takeaways From Google Marketing Live 2018

Collin Colburn July 12, 2018
Susan Bidel, Joe Stanhope, Tina Moffett, and I were able to attend Google Marketing Live this week in San Jose. There were many announcements and changes made to Google’s platforms and products. Possibly the most significant — an announcement that was made over a week ago — was the retirement of the AdWords and DoubleClick brands in […]
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Blog

Amazon’s Multibillion-Dollar Ad Business Propels Its Profitability

Collin Colburn April 27, 2018
Yesterday (Thursday, April 26), Amazon released its Q1 2018 financial results. Amazon knocked it out of the park! In fact, Jim Cramer on CNBC called it “the best quarter I’ve ever seen from a company.” I would argue that it’s the best quarter ever because of a little-known business Amazon has: advertising. In fact, Amazon […]
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