Verbiage that people use in the industry can get confusing. If you’re talking about tagging with blogging, you probably mean selecting terms that are important to the article to tag it and make it easy to search for and find. Tag management is a totally different technology and solution. In my opinion, I think it’s poorly named… but it’s become the common term throughout the industry so we’ll explain it!
What is Tag Management?
Tagging a site is adding some script tags to the head, body or footer of a site. If you’re running multiple analytics platforms, testing services, conversion tracking or even some dynamic or targeted content systems, it almost always require you to input scripts into your content management system’s core templates. Tag management systems (TMS) provide you with one script to insert into your template and then you can manage all others through the third party service. The tag management system allows you to build containers where you can intelligently organize the tags that you wish to manage.
What Tags should I be deploying?
Be sure to read our post on deploying ecommerce tag management, with a list of 100 critical tags to deploy and measure your customer interaction and purchase behavior.
Why would I use a Tag Management System?
There are several reasons why you might want to incorporate a tag management system into your operations. Be sure to also check out the infographic we shared, Why You Need a Tag Management System.
- In an enterprise environment where protocol, compliance, and security prevent marketers from inserting scripts easily into their CMS. Requests to add, edit, update or remove site script tags may delay your ability to manage your marketing efforts. A tag management system corrects this because you only need to insert a single tag from your tag management system and then manage all the rest from that system. You never have to make another request to your infrastructure team!
- Tag management systems are powered across content delivery networks that are incredibly fast. By making a single request to their service and then subsequently loading scripts within your site, you can reduce load times and eliminate the possibility that your site will freeze up if the service isn’t running downstream. This will increase both conversion rates and help your search engine optimization.
- Tag management systems offer the opportunity to avoid duplicate tagging, resulting in more accurate measurement of all of your properties.
- Tag management systems often offer point and click integrations with all of the solutions you’re tagging your website with. No need for tons of copy and pasting, just log in and enable each solution!
- Many tag management systems have evolved and offer robust solutions for split testing, A/B testing, multivariate testing. Want to test a new headline or image on your site to see if it increases engagement or click-through rates? Go right ahead!
- Some tag management systems even offer dynamic or targeted content delivery. For instance, you may want to change your site’s experience if the visitor is a customer versus a prospect.
Here’s A List of the leading Tag Management Systems
Following are a list of enterprise tag management solutions, be sure to watch the videos on some of these for further explanation of the capabilities of tag management and tag management systems.
Adobe Dynamic Tag Management (previously Satellite) gives customers dynamic tag management — letting you collect the right data and react in real time. Adobe DTM is free with the Adobe Marketing Cloud.
IBM Digital Data Exchange (formerly Coremetrics) – infuses IBM and third party marketing solutions with digital customer insights via both a real-time data syndication API and an enterprise-grade tag management solution.
Signal Tag (previously BrightTag and Site Tagger) – Rein in the chaos of managing tags and get your analytics and marketing programs moving. Signal Tag Management frees you from the limitations of tags so you spend less time wrangling code and more time innovating.
Ensighten – Ensighten works on any platform or device – web, mobile, video, e-reader and more – and natively supports any tag or conversion pixel, without page level customization. Ensighten dynamically serves tags as visitors navigate your site, enabling personalization.
Google Tag Manager – Google Tag Manager lets you add or update your website tags and mobile applications, easily and for free, whenever you want, without bugging the IT folks.
Qubit – High performance, enterprise class tag and data management, available as a self-service or managed tag manager.
Storm Tag Manager by DC Storm – an enterprise Tag Management Solution (TMS) which contains all of the advanced features and functionality required for sophisticated tag management, data structuring and management, de-duplication, faster page loading and much more.
Supertag by Datalicious offers a tag management platform that enables digital marketers and agencies to manage a wide range of digital analytics and optimisation technologies through an easy to use drag and drop online interface.
Tag Manager by ImpactRadius – One-click tag management across all channels including mobile. Cut costs while empowering marketers.
TagCommander – enterprise tag management system (TMS) that helps global organizations better manage technical resources, accelerate marketing activities and improve campaign performance.
TagMan – pre-configured and designed for marketers to take control of marketing campaigns and data initiatives across all sites, on all devices, from one user interface.
Tealium iQ – lets digital marketers manage tagging requirements without any software development. With turnkey integrations with more than 600 major online vendors, Tealium iQ enables marketers to manage their tags by themselves with point-and-click simplicity.
UberTags – Tag Management System lets you instantly launch 3rd party code snippets while improving page load time.