The last decade has seen a tremendous amount of increase in digital tools. If you visit a dozen agencies, you will see dozens of different tools being used by each agency. Each specific task has a different tool.
It’s actually great that we get precise tools to do specific tasks. But it can also be overwhelming. The number of tools a digital marketing team need to manage can bewilder anyone. More than anything, they have to constantly keep in touch with an I.T. developer to implement even small changes. The process can get tedious and inefficient.
Apart from this, the more number of data tools, more are the chances of data getting fragmented, less accuracy, and poor decision making.
So marketers needed a system which streamlines this process and cut the clutter.
That’s where a tag management system comes in…
What is a Tag Management System?
Tag management is a platform which allows marketers to manage all their digital marketing application (SEO, analytics, Email, paid etc) without the constant need of a developer.
A tag incase is a piece of code which helps markets to deploy various functions on a website.
But the real hero of tag management is ‘Data layer’. Through the creation and optimization of the data layer, companies can easily the data definition of each application to get one set of clearly defined data.
A data layer is a sort of a control panel which allows marketers to collect data from different tools and share it with customers.
Why is Tag Management Important?
Tag management has surely helped marketers to manage many of the tasks which
were earlier managed by the I.T. department. Here are some of the broad category of how tag management service helps.
Reduce Complexity: With digital marketing using complex tools to deploy various functions, it became a clutter for marketers to manage it. Tag management service reduces this complexity and helps digital marketing campaigners to launch their campaigns effectively.
Build Your Own Marketing Cloud: Marketers believes that they need to be tied to one marketing vendor for all their data integration needs. This is made possible by the tag management system. The same data can be shared across all departments without the fear of fragmented data. Also, you can deploy different tools and still make them work together with a tag management system.
Increase Marketing Agility: With tag management services, you could deploy various tools without worrying about its implementation. This gives you great agility in launching marketing campaigns of different kinds and different scale.
At a more strategic level. It helps marketers to create strategies with different tools in mind, control data management, streamline data collection and drive profitable campaigns.
How to Deploy the Tag Management Solution?
Tag management could be deployed to any industry including eCommerce, fashion, retail. You could hire tag management solutions or even deploy the system with an in-house team. No matter what you choose, these are the steps you need to follow in order to deploy tag management tools.
1.Analyze Your tagging Needs: First, you need to determine what exactly you need to track. The needs may depend on various aspects like product listings, industry category, customer savviness and many other factors. Tag management experts will analyze your industry and based on their experience identify the best tags. You also need to brainstorm different tag management tools and choose the one suitable for you. This step will solidify your tag management strategy and foundation. Hence must be thoroughly done.
2. Selecting the Right Tag Management Solution: There are numerous tag management tools out there, You could any of those. But Google tag manager is one of the most popular ones. After the initial brainstorming session, you decide which is the right tool to go. You need to make sure the tool you choose can also accommodate your future needs.
3. Implementing a Data Layer Based Tag Management System: With the clutter that exist in normal business environments, you cannot just deploy basic tags. To perform advance user analysis, customer path and gain useful insights, you need custom based data layer implementation. With the data layer, it becomes easier for you to deploy any tool and define its data gathering definition. Also, it makes easier to share data among internal teams without any confusion.
4. Reporting and Post Implementation Maintenance: Before launching the tag management system on your website and application you need to test the hypothesis and see how it works out. This is done to avoid duplicate tags and misfires. Tags may change and hence you need to maintain a record of all the changes. Once this is done you need to maintain the system with periodic checkings.
Conclusion
The marketing landscape is changing too fast. You need to catch up over technology before it’s too late. Good thing is that most tools that come out increase the efficiency of the marketers. The ability to deliver highly curated, consistent and personalized strategies. But too many tools could only clutter your marketing campaigns. But tools like tag manager comes and help you to declutter your environment.
We all know that data is important to achieve success in the digital world. Everyone is implementing strategies to achieve this. But the real challenge lies in segregating the data for your use. This is where tag management can help. The best thing is that it can be done without the help of any I.T, engineer.
