A few days ago Google announced a “tag management” tool. For those who may wonder at the meaning of this esoteric term, it can be illustrated as follows:
Tag creation and placement has become complex and time consuming. Expertise in tagging is not common. Continuing audits of tagging is recommended but less frequent than it should be.
Hence, the field of tag management. Several companies including Tealium, Ensighten, and TagMan have emerged to meet the market need.
Now, Google has taken notice, as noted above.
When Google came out with Google Analytics, it made web analytics almost a household name among marketers. While targeted mostly at smaller businesses, the offering was good enough for many and created a much larger ecosphere for analytics generally. Since that time Google has only improved its analytics offering and has added a premium version targeted at the enterprise. This has driven the digital analytics market to expand into more and more sophisticated territory: in brief, toward more universal measurement of data that Google at this point does not see fit to offer for free.
Google’s tag management solution promises to do the same for tagging. It is likely to provide a tool for managing Google Analytics tags in the small-to-medium-sized market, while giving the field of tag management the higher profile it deserves.
It may also drive changes in the tag management space, much as it has in the older and more established web analytics industry. Web analytics companies are focusing on more integrated measurement offerings. Some new entrants are pulling data from non-web-based sources and combining online and offline data into common dashboards.
Much of this is in response to customers requesting better decision-making tools. But part of it is because Google has done much to take away the traditional footprint of the digital analytics market.
Tag management tools now become much more motivated to innovate: going where free tools won’t. It is a familiar pattern, and digital marketers are sure to benefit.
For years, advertisers have tolerated a big elephant in the room: the fact that their digital ads aren't always appearing where they would want them to.
How can marketers master the art of engaging their users on mobile? Here are five often overlooked but rewarding strategies you can use.
“You cannot succeed in analytics and marketing unless they are central to business operations and are helping business answer the questions that will drive dollars to the top or bottom line,” says Kerem Tomak, Sears Chief Digital Marketing & Analytics Officer.
The use of psychology in marketing and sales is not new, but it may be more useful than ever in an attention economy where time is precious and focus is rare. How can you tap into a demanding consumer to check whether there is an actual interest in your product?