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  • Collin Colburn

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  • For B2C Marketing Professionals

    Report

    Report The State Of Search Marketing, 2017

    Search Is A Digital Workhorse, But Challengers Lie In Wait
    January 30, 2017 | Collin Colburn

    Search marketing is a mature digital tactic to increase customer acquisition, and it owns a large share of the digital marketing budget. As such, B2C marketers need to be keenly aware of...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Location Management Platforms

    January 12, 2017 | Collin Colburn

    Marketers with hundreds of thousands of locations, individual agents, and stores-within-a-store have an opportunity to use digital channels to drive discovery and traffic. Location management...

  • For B2C Marketing Professionals

    Report

    Report The Best And Worst Of Paid Search, 2016

    October 7, 2016 | Collin Colburn

    Forrester applied its search marketing review methodology to more than 150 paid search ads from the travel, consumer packaged goods (CPG), automotive, financial services, business services, and...

  • For B2C Marketing Professionals

    Report

    Report Brief: Stop Treating Pinterest Like A Social Network

    Pinterest Is Actually A Discovery Tool
    September 13, 2016 | Jessica Liu, Collin Colburn

    Marketers have labeled Pinterest as a social network since its launch and used it primarily for engagement like they do other social networks. But this is the wrong approach because they can better...

  • For B2C Marketing Professionals

    Report

    Report Brief: Evaluate Your Search Marketing Programs

    August 26, 2016 | Collin Colburn

    Successful search marketers today must increasingly account for how well they help users discover their brands and products across Google, Bing, mobile devices, social media, and nontraditional...

  • For B2C Marketing Professionals

    Report

    Report Brief: Attract Customers Through Local Search

    August 22, 2016 | Collin Colburn

    Customers are finding new brands and products locally with the help of mobile and perpetual connectivity. But B2C marketers have been slow to react to this behavior and still do not promote their...

  • For B2C Marketing Professionals

    Report

    Report Brief: Develop A Decisive Search Agency RFP

    June 24, 2016 | Collin Colburn

    The Forrester Wave™: Search Marketing Agencies, Q1 2016 report analyzes the providers of core search marketing services in order to help B2C search marketers create a shortlist of potential...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Search Marketing Agencies, Q1 2016

    The 10 Providers That Matter Most And How They Stack Up
    March 23, 2016 | Collin Colburn

    In our 23-criteria evaluation of search marketing agency providers, we identified the 10 most significant ones — 360i, Acronym, Catalyst, Ethology, iCrossing iProspect, Merkle, Performics, Rise...

  • For B2C Marketing Professionals

    Report

    Report Brief: What's New With SEO?

    February 18, 2016 | Collin Colburn

    Search engine optimization (SEO) has changed. Your customers now use search to find everything from videos to store inventory, online and through smart devices. This makes it increasingly difficult...

  • For B2C Marketing Professionals

    Report

    Report Brief: Capture Customers With Click-To-Call

    February 16, 2016 | Collin Colburn, Shar VanBoskirk

    Your customers are increasingly demanding contextually relevant experiences in their moments of need. Click-to-call ads offer a way to provide personal engagement through the facility of paid...

  • For B2C Marketing Professionals

    Report

    Report The State Of Online Video Advertising In North America, 2015

    How To Craft High-Performance Video Ad Plans
    September 29, 2015 | Collin Colburn

    This report follows assessments Forrester made in 2009, 2011, and 2013 on the state of the online video advertising market in the US and Canada. This advertising space has grown dramatically in the...

  • For B2C Marketing Professionals

    Report

    Report Brief: Digital Platforms Free Video From TV's Shackles

    As Video Consumption Blossoms Online, Cross-Platform Video Advertising Demands New Rules
    August 17, 2015 | Jim Nail, Collin Colburn

    Digital video consumption is booming and increasingly converging with traditional television. Consumers not only choose to view TV via over-the-top (OTT) devices and services but also broaden their...

  • For B2C Marketing Professionals

    Report

    Report Brief: Search Marketing Innovations To Watch

    August 10, 2015 | Collin Colburn, Shar VanBoskirk

    In order to be discoverable, companies must be present based on where their users look for them and what they are looking for when they search. This report will highlight when and how B2C marketing...

  • For B2C Marketing Professionals

    Report

    Report Brief: Count On Contextual Coupons

    Marketers Can Unlock Hidden Value With Deals And Discounts

    How consumers find, store, and use coupons has changed and marketers haven't kept up. This report reminds marketers of the benefits beyond sales that coupons can drive. It identifies coupon...

  • For B2C Marketing Professionals

    Report

    Report Brief: Consumer Ad Attitudes Show Promise

    Use Context To Overcome Ad Fatigue
    April 29, 2015 | Shar VanBoskirk, Collin Colburn

    Here's some good news for marketers: Advertising continues to drive sales and brand affinity, and ad attitudes have improved in several dimensions since 2012. However, consumers still feel...

  • For B2C Marketing Professionals

    Report

    Report Brief: The Local Marketing Opportunity

    Showcase Your National Brand Where It Matters Most
    April 20, 2015 | Shar VanBoskirk, Collin Colburn

    Now is the time to initiate a local digital marketing strategy; new technologies have lowered the barriers that previously made marketers shy away from the scale issues associated with local. This...