Econsultancy Releases Study On Tag Management Automation
Seventy three percent of marketers using an automated tag management system (TMS) said it speeds up their ability to run marketing campaigns, with 42% describing the process as "significantly faster."
The study from Econsultancy and Tealium released Wednesday found 69% of those using a TMS managed to implement new tags or modify existing ones within the same workday, while 44% of those not using one said it took longer than a week to do so.
TMS automation can aid marketers who manage ad targeting and other online advertising features. It not only speeds processes, but reduces costs. Some 73% of respondents who use a TMS report the costs associated with tagging are reduced, and 45% called it "significantly less expensive."
Digital marketing will only become more complex, with 88% of respondents agreeing that data-driven tools will become standard to the marketing toolkit. Despite growing complexity, digital marketers want to control the process, with 86% admitting making fast changes to marketing assets without burdening the IT team will be increasingly important. Some 81% of users find that marketing can take over the responsibility from IT.
Those using a TMS had an average of 19 tag-based online marketing solutions, compared to only 10 for those not using TMS. For Web site performance, 64% said a TMS boosted Web site speed, with slightly more than half of those reporting that increase as "significantly faster." Using a TMS also had an impact on cost savings, with 73% saying it reduced the resource costs compared to not using a TMS.
Meanwhile, 81% said privacy concerns will force marketing technologies to offer “do-not-track options," and 68% of marketing using a TMS see the easy support for privacy initiatives as a key benefit.