The future of tag management

tags-blog-third-150x148Tag management has been on everyone’s lips in 2012 so it’s no surprise that the conversations are continuing into 2013. It’s important for companies to better manage their websites and the information of their own and that of their customers that they are sharing.

Better site performance is expected by customers especially for ecommerce sites. Tag management is the way to make this happen and will be utilized by more and more companies throughout the year.

Erik Bratt, VP of Marketing at Tealium

As more organizations tackle mobile measurement in 2013, the ability to manage tags and data across multiple devices and touch points from the same solution will become increasingly important. In the case of mobile apps, using tag management means companies don’t have to recertify their app through the platform operator (Apple, Google) every time they want to add or change a tag within the app itself.

We’ll also see the continued adoption of tag management as a solution for digital marketers and not a content management system for editing JavaScript code. That means turnkey integration with hundreds of different major online vendors. Finally, another important trend we’ll see this year is the emergence of tag management as a trusted platform for managing and exchanging all types of digital data. This focus on ‘data-centric tag management’ will be a key evolutionary step in the industry.

Phillip Klien, cofounder and chief innovation officer at Predicta

Companies have to realize that tag management technology goes way beyond simplifying implementation of tracking pixels for campaigns – this technology empowers marketing departments to update websites in real time with minimal IT intervention; bringing a whole new benefit for real-time optimization.

Ari Paparo, independent media consultant

When Google announced its free and full-featured tag management product the stakes for this segment went up substantially. No longer would it be enough to offer a container tag and simplistic attribution logic.

Expect some vendors with real tech to thrive, while the smaller, single-market vendors to fall by the wayside. The good news is that the category is coming into it’s own as a required part of the marketer’s tech stack.

Wolf Allisat, Chief Revenue Officer at TagMan

The year ahead will undoubtedly see more businesses reaching their consumers through mobile and tablet devices. Although tracking on mobile can be tricky, good tag management should be able to derive and use data from both mobile, tablet web and in-app channels. 

Strangely, in-app tracking is often forgotten by marketers despite the growing interest in app creation by retailers and the surge in customer activity coming from these devices, but in future these important channels will be impossible for tracking services to discount. Tag management that includes mobile will continue to become a must-have for marketers with any mobile presence.

Dax Hamman, Chango

Hopefully it will grow and grow and grow! We had a case recently where a client told us they couldn’t place a conversion pixel because their web development company will charge them $6,000 to do so…

www.econsultancy.com http://econsultancy.com/pk/blog/61683-the-future-of-tag-management

This entry was published on September 12, 2013 at 10:04 am. It’s filed under Tag Management and tagged , , , , , , , , , , , , , , , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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