Jonathon ByrdA tag management platform is a great tool that allows marketers to easily implement new technology and tracking scripts to their websites. For example, a marketer is looking to run a pilot for a call tracking application but does not wish to involve the IT department. If a tag management solution is in place, they can easily add the call tracking provider’s script without prolonging the pilot’s implementation timeline. Each tag manager has its own unique interface, allowing marketers with less coding experience to efficiently search for and implement the script or “tag” that they desire. Here are a few reasons to adopt a tag management solution if you haven’t already:
Say Goodbye to Developer Reliability
One of the main perks of implementing a tag management solution is removing the marketing department’s reliability on IT. Every marketer has hit a roadblock when attempting to implement a script associated with a new, exciting technology. They want this new technology available to their customers and it’s inefficient to wait on IT if they don’t have to. To implement a tag management solution, all you have to do is add the tag manager’s script to the site and then you’re free to add whatever available tags and scripts you like.
Easier Implementation of Third-Party Scripts
Most tag management solutions have pre-built tags or scripts with a variety of third-parties. The compilation and management of all these third-party scripts in one easy solution is a dream to most marketers. Here are some examples:
- Analytics: Google Analytics, LiveRamp, Convertro
- Bid Management: Acquisio, DoubleClick, IgnitionOne
- Affiliates: HasOffers, AdTech, Conversant
- Search: Yahoo! Advertising, Bing Ads, Google AdWords
- Personalization: Act-On, Optimizely, Zendesk
Scalability
As marketing initiatives grow, so does the need to implement new web pages and technology. Tag management solutions allow for landing pages to be created faster and more frequently, tracking scripts to be implemented in a timely manner, and data to be gathered at a larger and more accurate level. For example, if a marketer is looking to create a paid search campaign associated with a variety of new landing pages, it takes time to manually add the variety of scripts and triggers they use to track online conversions and visitor activity. By implementing a tag manager, all they need to do is ensure that the tag solution’s script is on the page and the scripts will continue to fire as they do on existing pages. When projects and initiatives are easily scalable, marketing and IT costs go down.
Easier Data Mapping
Each website has its own set of maps associated with the data it collects. If you are an e-commerce site, these data points grow exponentially with the variety of currency options, available products, and sales or promotions. A tag management solution makes the management of these data points easier. When the data points on a website are properly defined, tag managers help ensure the data is accurately captured and conveyed to other third party analytics providers.
Site Load Time and Security
The scripts that run via a tag manager are asynchronous of your site. This means that loading your site is not completely dependent on the scripts within the tag manager running. Migrating scripts from your site to a tag manager, where possible, will help it load faster. Similarly, each tag manager is built differently and it’s important to find one that can run each script in a fast and efficient manner.
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