Tag Management: An Integral Part of Digital Marketing
In terms of back-end operations, tag management can be classified as the basic marketing tool. Most of the digital marketers are aware of the applications of tag management at a raw level. However, they are not totally aware of the features, advantages, or the relevant ROI.
It is obvious that tag management is not the most enthralling element of marketing. But when you enter an environment of real-time collection, ownership, and actions on data to capacitate digital marketers, tag management captures the imagination.
Tag management simplified
Measuring agile marketing and tracking with higher accuracy are the main scopes that tag management dwells upon. With the help of a tag management system, code snippets can be inserted that help marketers in a range of activities such as third-party tracking, reporting, analysis, remarketing, conversion tracking, and a lot more.
A tag management system serves as a storage space that contains all your website scripts along with the codes that follow the rules set up by the tag manager on the timings of firing. It essentially means that when a user visits a particular page, or undertakes a specific action, the system sets off different tracking scripts, snippets or tags. This in turn notifies your email, search, web, display, affiliate, analytics tools, or other marketing campaigns about the user action, or it triggers some type of function like opening up a chat box.
The need for tag management
Any marketing vertical that orchestrates campaigns using various channels such as search, mobile, display, email, or different platforms of tracking, can take the advantage of having a seamless tag management system in place.
Such marketing efforts can turn tedious in no time, particularly while trying to get a firm grip on reporting, analytics, and tests. In simple words, you are bound to end up wasting time, money, and resources when you fail to track campaigns quickly and change them to enhance their performance.
Recent reports suggest that 73% of marketers felt that tag management system was ‘faster’ than manual tagging. 42% of them hand felt that it was ‘significantly faster.’
Changing or revising tags on a consistent basis is something you cannot do without. Studies have suggested that as the digital presence of a company evolves, the efforts of tag management become more and more challenging. While 59% of users confirmed to adding new tags every month, 73% of the users were found to edit existing tags during the same time period. There are many levels of tag management as per the changes in websites, channels, landing pages, vendors, and tracking needs of a specific campaign.
Tag management is not an ‘only IT’ thing
The complexity gets terminated by a tag management system through the centralization of all those scripts. The system removes any kind of tracking from HTML, which makes it simple to change, add or delete tracking at any point of time. Tag management enables marketing teams to manage tags without involving the IT team, and that leads to seamlessness of work along with reduction in costs.
In fact, the IT team of yours may be grateful to you because of better site functioning. The reason is that load-time for pages speed up substantially through asynchronous loading of tags. This reflects in higher rates of conversion and an enhanced experience for the user. Surveys reveal that a second of reduction in page loading can lead to 5% increase in conversion and the speed of a site can increase to up to 64% using tag management.
It is not a ‘techie’ thing
To utilize a tag management system, you need not be a coder or a developer a pro of IT. But what you need to be well versed with is the understanding of writing the rules of your chosen system. Tag management interfaces are as simple as Excel or CRM, but the actual potential resides with the ability to use features that are more advanced.
Paid or Free
Adopting a tag management solution depends on what is the extent you need to use it for. You can go for some of the tag management solutions that are open source or free. Almost all of them come with the basic powerful features that serve general purposes. When you choose paid solutions, you get access to more sophisticated features that help you to up the ante of your tag management.
The advanced features that some of the paid tag management solutions come with are:
- Third-party vendor library — Most of the tag management solutions offer a wide range of tags in a library format. With tag addition being as simple as ‘point and click’, you can achieve quick integrations with high accuracy.
- Compliance and stability — This feature lets you identify tags that can hamper the performance of your site, result in policy violation, or the ones that do not have compliance with the statutory needs.
- Double duplication of conversions — Using this, you can pay and credit only a single source per conversion. This results in a 5–20% of reduction in CPA expenditure.
- Flexibility in rules engine –This flexibility enables you to fire tags on the basis of cookies, traffic sources, and more.
- Tag Kill — With the help of a tag kill switch, you can obliterate tags that are not performing as per your needs.
- Control testing and site — With this feature, you can test tags, firing rules, and variables easily across any environment prior to deployment.
- Analytics — You can analyze how the tags are affecting your site speeds and identify places where they are firing.
- Tracking based on servers — Communications based on server-to-server let you effect the notifications without tracking the tags. It also eradicates the need to load tags.
Hence, paid versions let you accomplish much more, and they can also find fresh and improved usage of tags. Such features of paid tag management allow you to venture into newer growth opportunities when they oblige or even surpass the present day needs of your business.
Yet another vital component of a paid solution is that they provide you ample and prompt tech support which lack in the free versions. Paid solutions let you summon a specialist when needed.
Impact on partners
With a tag management system, you can create your own complex platform of marketing and yet have an integration with third-party tags. All major companies have an appetite for data and utilize tag management in one way or the other. A personalized tag management system allows you to collaborate more with other big companies, use your data more effectively, and empower your partners.
Tag management for mobile
The scope of evolution of mobile is perhaps infinite. Mostly, all the tag management systems are inclusive of features that enable you in tagging other tags to mobile apps or web. It is a pivotal feature with more and more people opting for mobile devices for business interactions.
In case your business requires marketing campaigns that are spread through various channels, it is time for you to consider a proper tag management solution and reap the benefits it has to offer.