Digital marketing analysts have been lauding the arrival of big data this year. C‑suite executives will finally have access to the information they need and consumers will encounter improved websites when they shop online. All of this will be made possible by improved technology and tag management systems will play a role in this process.
Tag management is all about placing code on website pages to improve functionality, analytics and even search and social media. Vendors are now rolling out automated tag management systems (TMS). A survey from Econsultancy and Tealium indicates that marketers who employ these systems will realize a measurable ROI.
As complexity in digital marketing increases, managers are looking for ways to streamline the data flow. Some marketers have already moved to TMS and on average, update about 19 site tags. Marketers that continue to manually update tags manage about 10 site tags. The automation of TMS also allows marketers to update tags more frequently.
The specific benefits of TMS include:
- Significantly reduced cost 45%
- Improved website speed 34%
- Faster marketing campaigns 42%
Nearly all surveyed companies, 87%, believe they must aggressively manage tags to optimize digital marketing. In addition, as consumers come to expect the best performance from a website, marketers must find a way to speed up websites to maintain traffic. These factors will likely play a role in wider adoption of TMS in the near future.[Source: The ROI of Tag Management. Tealium.com. May 2012. Web. 29 May 2012]