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Brands: Why you should look at tag management
Just over a week ago Google moved into the tag management sector with a new product to help online brands better manage their websites. This move, says one expert, is a signal that the sector will push farther afield in the coming months.
Kristina: What does Google Tag Manager mean for marketers, the creation of a category and the industry overall?
Graham Cooke, CEO, QuBit: The tag management category has been around for a few years but adoption has not been very high, despite the many benefits it can bring websites, such as a reduction in marketing costs, increased site performance, and the freeing up of developer resources. Traditionally, adoption has been low because of the high prices charged by many tag management vendors, as well as the lack of education in the marketplace on the benefits of a tag management solution (TMS). Since the launch on the Google Tag Manager, OpenTag sign up rates have increased by 200% which shows that all boats rise with the tide when a new category is created.
The launch of Google Tag Manager is great news for the broader tag management marketplace. It's going to bring this nascent technology into the mass market and really drive home the benefits of tag management for website owners.
The launch also shows how some of the tag management companies have been charging extortionate fees for their tag management products and services when this is something that should be available to all website owners - we welcome Google to the industry to show some of the other solutions how they should be thinking.
Kristina: Why is Google entering this market now?
Graham: 1. Businesses need help. This year TMS (tag management solution) has moved up marketers/developers agenda
- Cost savings - A TMS can help reduce some marketing channel costs by as much as 30% (source: QuBit)
- Site Performance - A TMS can help improve site speed by 20-30% (source: QuBit)
- Business Agility - A TMS can speed up deployment and maintenance of tagging from weeks to minutes (source: Econsultancy)
2. Google has lots of tags
- Most businesses are using multiple Google tags so helping businesses support these tags help make the tagging process easier and quicker, which will also benefit Google
- Google has about 10+ different tags so are probably the biggest sole technology provider of tags for a website
More from Graham and QuBit tomorrow, including how Google's product stands up against existing products.
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