This is a live blog post from the Online Marketing Summit (#OMSummit) – Presented by Erik Bratt , VP Marketing of Tealium
What are tags?
A “Tag” is a javascrip code that allows you to integrate third party serves into your digital platform.
The average enterprise web site has 14 different vendor tags!. Tags are a huge problem:
- Costly, time-consuming to manage
- Slows down website performance
- Slows down marketing efficiency
Tag Proliferation – common types of tags:
- Web analytics
- Search marketing
- Ad serviing
- Affiliate marketing
- Testing
- Behavioral targeting
- Etc
Tag Management allows the marketer to manage a tagging platform without having to go to IT. Check out Tealium Tag Management Platform.
The 5 Gears of Marketing Velocity
1. Increased Marketing Agility
- No waiting for IT dev cycles
- Marketers control their own destiny
- Launch more revenue – generating campaigns, faster
- Enhance web presence through information
2. Reduce Costs
- Save on valuable IT resources
- JavaScript-trained web developers no longer required
3. Improved Site Performance
- Replace many tags with one
- Employ tag best practices (conditional tag loading, slow tag killing, asynchronous tag loading)
- As much as 50% increase in page load speed
- One second delay in page load time = 7% loss in conversions (Aberdeen)
4. Lower Opportunity Costs
- Tagging is non-strategic
- IT is one of the most important in-house resources
- IT has more important things to do than tagging
5. Work with the Best Vendors
- Pick vendors based on ROI and fit
- Don’t be locked into any one vendor
- Use best of breed solutions for all your marketing needs (A/B test vendors)
Bonus One: Actionable Data Source! (The quest for clean actionable data) – DoubleClick, Omniture, Linkshare, ExactTarget, Fetchback, Etc.
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