The popularity of mobile apps has been a boon to interactive marketers. But how can tags in those apps be modified without requiring a rebuild? To address that issue, Ensighten is now offering a real-time tagging system for mobile apps.

The new tagging capability is available in version 2.0 of Ensighten Mobile, announced this week. The tag management vendor said that a single line of code enables real-time tagging of any mobile app without the need to compile the tags into the app, and that 2.0 supports all major enterprise Web analytics.

Removing the Mobile Analytics Silo

The company noted that analytical data from mobile apps has typically required mobile-specific tools -- partly because when the tags were modified, the app needed to be recompiled and then resubmitted to app stores. But Ensighten said that those days of mobile data living in its own analytical silos are over, since data from all channels can now be aggregated with the same tools.

Ensighten Mobile requires only a single line of code embedded in the app source code, and does not involve an SDK. With real-time management, the company said, A/B tests can be conducted, and tags can be controlled based on conditional variables such as network, provider, battery threshold, screen or device/platform.

Tag Management's New Frontier

The modification and management of mobile tags, without requiring app rebuilding or re-submission to app stores, is one of the new frontiers in tag management. For example, tag management vendor Tealium announced Tealium IQ, its mobile app management solution, which would similarly allow marketers to make changes on the fly -- without the need for app rebuilding or app store re-certification.

Both vendors note that the ability to make immediate tag changes in mobile apps mean that brands can now quickly adapt to user activity, new marketing campaigns and other changing conditions.

Tags are employed for user tracking, affiliate marketing, personalization, SEO, shopping comparison engines or display advertising, among other purposes. A tag management system (TMS) provides tools for adding, modifying and removing digital marketing tags on a Web page, mobile app, mobile web site or video, through an on-premise or hosted solution.