What if I told you that you could harmonize the facets of your fragmented marketing technology stack? What if I said you could more easily share customer context across those technologies? What if you could add, remove and change the technologies you use, without involving the IT department? Sounds like voodoo, right?
Tag management is underutilized and undervalued, which means the opportunity to create a competitive advantage is huge. Many digital marketers don’t even know what a TMS does. I want you to understand how a TMS can fundamentally improve your marketing technology stack, increasing your agility and adhering to best-practice architectural principles.
Adopting tag management has three significant benefits for digital marketers, helping you perform the aforementioned voodoo:
- Increase agility, by empowering digital marketers to control their own their destinies
- Create a more flexible architecture, by loosely coupling your marketing technologies
- Democratize customer data to create a more accurate, holistic customer profile
Increase Your Marketing Agility
- Make a change request to the web development team.
- Wait for the product owner to approve the change request.
- Politic your change towards the top of the backlog.
- Wait for the development team to implement and test your changes.
- Once in production, analyze your new traffic data to make sure it’s what you need.
- Doh! You need another change. Return to step 1.
- Answer your CMO weeks (or even months!) later.
Even if your software development team uses an Agile methodology, multiple forces prevent you from getting done what you need to get done in a timely manner. You need to know the answer yesterday, not six months from now. This arduous process simply won’t cut it anymore.
The TMS empowers the digital marketer to make changes, just like this one, without waiting for the development team or a change approval. If you understand the basics of web development, you won’t need any technical assistance. You can test and launch your tags in a matter of minutes, getting you the information you need sooner. It’s a configuration change, not a coding one! This is fundamental marketing agility, created simply by adopting a tag management system.
Loosely Couple Your Marketing Technologies
Technology architects and software developers (at least, the good ones) use the phrase “separation of concerns” to describe how to build loosely coupled, flexible and maintainable software. It means that every facet of the technology should do exactly what it’s intended to do and nothing more. For example, the code that changes a button color shouldn’t be in the same place as the code that reads from a database. The tag management system allows you to architect your marketing technology platform, using the same “separation of concerns” principle.
Without a TMS your technology integration tends to be more point-to-point. If you need to integrate web application (A) with a CRM (B), you add the code to A that talks directly to B. You have integration code in your web application that is specific to lead tracking, but the web application is supposed to only worry about rendering content. You’ve tightly coupled these technologies, because you’ve intermingled their “concerns.” If you decide to switch to a different CRM, you have to change both it and the web application. This shouldn’t pass the enterprise architecture smell test.
Using a TMS, the change is a configuration, so you don’t have to touch technology A to replace technology B. You simply have to change the tags and rules defined in the TMS, which then does all the work. It reduces the cost and risk associated with evolving your marketing technology platform. It separates the concerns of the technologies. Thus, it improves your ability to adapt to inevitable change.
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