What is tag management?

Marketers are dealing with more and more digital processes, devices and data demands. Having a system to handle these issues better is a no-brainer. When it comes to tags, tag management is vital for success.

What is a Tag?

Tags are snippets of digital code that send out requests to obtain information. These codes are incorporated into websites, where they provide key details regarding user activity. Tags activate in response to on-site behavior, such as scrolling to a specific section.

To better understand tags, here’s an illustrative example. Imagine you wear a digital fitness watch that alerts you when you do specific tasks. Every time you run a mile it might send you the time it took you to run it. Each night you sleep it may inform you in the morning of how many hours you slept. Tags are like little digital watches, sending out notifications based on user behaviors.

A digital fitness watch functions similarly to digital tags.

With how many tags organizations are working with, it makes sense that they would need a software system to manage them.

What is tag management?

Tag management lets marketers easily control, preserve and regulate tags in a convenient software setting. These types of systems are tools that maximize data gathering efforts and overhaul a business’s data organization, automating once-complex processes and simplifying digital information collection efforts.

Tag management benefits

• Maximizes website efficiency. The more sophisticated your tags load and the better they’re organized, the better your website will load.
• Reduces and removes complications. It’s common for modern marketers to implement unique, sophisticated tools, therefore it’s important to have tag management in place to cut down on excessive complexities.
• Increases data compliance. The changing landscape of data privacy regulations requires companies to be certain of their practices. Tag management provides complete oversight.
• Improves marketing campaigns. Tag management gives marketers a chance to create more cost-efficient, on-point campaigns in a shorter amount of time.

Why is tag management important?

Beside the many benefits a tag management system offers, it also has unique qualities that make it imperative for marketers to use one. Here are the two main reasons.

1. Wider customer data reach

Companies have moved their customer data collection practices beyond their website, often using efficient customer data platform tools. Tag management helps them in this expansion, as it organizes customer data from various digital devices.

2. First party power

Tag management is also an important part of the data collection process. Furthermore, tag management uses first party data, which is the preferred customer data for marketers to collect thanks to its high relevance and personalization possibilities.

When do you need tag management?

The following are key indicators to help you understand when to commit to a unique software system:

• You’re adding apps and other design features to your website
• You’re extending your reach to mobile apps
• The number of marketing tools you’re implementing is growing
• The analytics tools your teams are utilizing manage large quantities of data

Final thoughts

Growing martech needs and usage allows marketers the chance to give customers great experiences on numerous platforms. With this expansion of tech comes a challenge to maintain and organize it. Tag management cuts right through that, letting marketers reach their full potential.