Solving chaos in complexity usually requires a solution that provides refinement. In automobiles, for example, fuel injection enables more refined gas and air mixtures needed to improve vehicle performance while meeting government standards for emissions.
For digital marketing, tag management systems are becoming that refining element for better performance while meeting immediate needs.
Tag management systems have been available as long as web analytics has relied on JavaScript tags. But over the past few years — with more devices connected online, more ways to market messages and growing customer access through multiple devices — marketers need more tags to measure the health of a campaign.
Too Many Tags
Moreover, campaigns that inherently require rapid responses to customer conditions can cause havoc to schedule tag changes. Teams can be overrun in ensuring the right campaign is tagged and operating properly.
A tag management system can help businesses plan, test, troubleshoot and assess campaigns more quickly.
Tags are centralized in a container and controlled by one interface. For example, imagine planning a marketing campaign with display ads, paid search and QR codes on fliers. With a tag management system in place, tags for one media can be smoothly integrated alongside tags from another, organizing measurement reporting as a result.
Faster multichannel marketing optimization is an additional benefit. Managers can sync tag updates with campaign schedules without extensive technical support needed. Given the increase in consumers blending marketing channels through using multiple devices, the ease in making tag changes assures better campaign quality as well as reduced tag installation time.
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Cuts Costs and More
There are potentially big cost benefits. A survey by eConsultancy and tag management system provider Tealium noted that 73 percent of its respondents observed reduced costs associated with tag management systems.
And vendors are seeking more ways to manage the tag interface smoothly as more sources become possible. The next advancement expected is positioning tag management systems as a data management tool.
Tealium has done so with a reveal of its AudienceStream platform, a new management system that incorporates a universal data layer. Last month, the Digital Analytics Association (DAA) selected Tealium AudienceStream as its New Technology of the Year.
A data layer is a JavaScript object or script that passes information, but it is not typically integral to a tag management system. Tealium highlights its integrated data layer as a factor for better real-time analytics performance and for essential consideration of other data sources such as point of sale (POS) systems.
The bottom line is that tag managers are becoming a necessary tool for advanced analytics campaigns. Their user-friendly interface accessible for professionals without a developer’s background simplifies a measurement process that appears more dynamic with each campaign. The ability to simplify the complexity in tag installation cannot be overvalued in a fast changing digital world.
