• by Laurie Sullivan , Staff Writer @lauriesullivan, May 16, 2012

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.