Tag Management is Fundamental to Digital Marketing, Says Majority of Marketers

Each time a customer visits your site, opportunities for your digital marketing come in full blast. Thanks to the latest improvements in digital marketing technology, you’re not only able to easily track and measure the preferences of your customers, as you can also understand how customers navigate through your site. Among other advantages, you’re able to analyze why they interact with or abandon your pages.

Interestingly, all these abilities can be attributed to the use of website tags. Website tags are snippets of codes that help digital marketers effectively monitor their web traffic, as well as contribute to the optimization of their digital marketing.

Due to their complexity, these codes can be hard to manage at times; thus most marketers choose to employ a tag management system (TMS), which allows them to place a single tag of code instead of multiple ones on their sites.

Digital marketers are constantly on the lookout for ways to save time and money while implementing campaigns. Fortunately, tag management can help them do just that—according to the latest survey by Econsultancy (@Econsultancy) and tag management system provider, Tealium (@tealium).

In their recently released report, The ROI of Tag Management, it was found that a staggering 86% of digital marketer respondents believe that effective tag management is “fundamental” to their digital marketing efforts. [See Figure 1]

Among the respondents who had employed a tag management system for their site, almost 80% stated that it had improved the speed of running their campaigns, with 44% saying the service was “significantly faster.” [See Figure 2]

“For three-quarters of those tagging manually, implementations take more than a day and often far longer; 47% require more than a work week,” Econsultancy and Tealium emphasized. “For those with a managed system, any delays are procedural, because implementation itself takes very little time—76% of TMS users are able to implement tags in the same workday.”

What does that mean? The survey results show that implementing a tag management system enables marketers to spend less time inputting tags manually, and more time focusing on actual results. True enough, digital marketers cited a number of benefits they’ve gotten from having a tag management system, which include better campaign measurement, as well as increased revenues. [See Figure 3]

While the positive impact of tag management has remained evident on primary websites over the years, Econsultancy and Tealium reported that digital marketers are beginning to explore other areas of interest for using tags, such as mobile. While 62% of the respondents used tags for primary websites, 30% used them for mobile sites and 25% for mobile apps.

To learn more about the impact of using tag management systems for websites, you may download the full report here.

The report is based on an online survey fielded in January 2015, which was taken by over 300 digital marketers who were knowledgeable about their company’s use of tags.

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