Collin Colburn
Senior Analyst

Author Insights
Blog
You Can Quantify The ROI Of SEO
SEO Has Been Misunderstood For A Long Time I had a computer class in high school, and every day that we walked into the classroom, our teacher expected us to take part in a daily routine: Sit down at our computer and open Google. Search for “Notre Dame” (my high school’s name … the same […]
Read More
Blog
Spotify Adds Megaphone To A Long List Of Podcast Acquisitions
There’s been yet another big move today in the podcast space, as Spotify acquired Megaphone for its podcast advertising technology. The acquisition for $235 million continues Spotify’s three-year buying spree in the podcast market and further solidifies its dominant position here. Spotify Adds Megaphone To Bolster Monetization Of Its Podcast Content In addition to giving […]
Read More
Blog
Take A Chance On Your Holiday Podcasts
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 […]
Read More
Blog
Listen Up: Podcasts Can Elevate Your Brand’s Marketing Strategy
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 […]
Read More
Blog
The SEO Platform Landscape Is A Cheese Board Of Point Solutions
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.
Read More
Blog
The Podcast Wars Have Begun
Recent moves by Spotify and SiriusXM reinforce that podcasts are indeed the Next Big Thing.
Read More
Blog
How To Decide If An Emerging Marketing Channel Is Right For You
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 […]
Read More
Blog
Publishers Shift Focus From Advertiser To Customer
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.
Read More
Blog
Google Breaks Out YouTube And Cloud In Q4 2019 Earnings
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 […]
Read More
Blog
Use Search To Convert In-Market Customers This Holiday Season
Learn how to get the most from your paid search and search engine optimization efforts.
Read More
Blog
Predictions 2020: The Media Industry Braces For Long-Term Change
The battle for customer loyalty and wallet share will intensify. What happens in 2020 will have implications that extend well into the new decade.
Read More
Blog
Meet The Performance Marketing Agencies
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 […]
Read More
Blog
Google, Facebook, And Amazon: From Advertising Duopoly To Triopoly
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?
Read More
Blog
Voice Assistants Cannot Answer All Your Questions
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 […]
Read More
Blog
Join Our 2019 Search Marketing Survey
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 […]
Read More
Blog
Amazon Continues To Lean Into Its Advertising Business
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 […]
Read More
Blog
Get Your SEO In Shape
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 […]
Read More
Blog
Use Search Marketing To Propel Your Holiday Season Efforts
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 […]
Read More
Blog
Every Company Needs An SEO Platform
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 […]
Read More
Blog
How GDPR Impacts Search Marketing
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. […]
Read More