Digital Marketers Report Benefits From Implementing Tag Management

May 18, 2012

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econsultancy-benefits-of-tag-management-may2012.jpgA high proportion of digital marketers who are using tag management technology report significant benefits from doing so, in some cases exceeding the expectations of those who are contemplating implementation of a tag management solution, according to [download page] an Econsultancy survey commissioned by Tealium and released in May 2012. The overwhelming majority of those considering a move from manual site tagging to tag management believe it will increase their marketing agility and speed of marketing activities (both at 86%), and more than 8 in 10 respondents who have implemented a solution agree (81% and 84%, respectively) on these benefits. In fact, marketers using a tag management solution are more likely to report benefits such as reduced tagging costs (82%) and increased site speed and performance (76%) than those considering the solution are to expect them (68% and 61%, respectively).

Overall, 87% of respondents agree that managing website tags is fundamental to digital marketing.

Most See Lowers Costs

Data from “The ROI of Tag Management” indicates that among those using manual tagging, 54% complain that the tags take too long to be implemented, while 53% say that tagging takes tech resources off other projects. Close to one-third reported that their site tags slowed down their site’s performance.

By moving to managed tagging, though, most marketers have found an positive effect on the time and resource costs associated with tagging manually. Almost 3 in 4 say that the added cost of a managed solution is more than balanced out by reduced resource costs, with almost half saying that their tagging activities are now significantly less expensive.

Marketing Campaign Speeds Positively Effected

Implementation of tag management also positively impacts the speed of running marketing campaigns, says the report. 42% of marketers said their campaigns became significantly faster after moving to a managed solution, with an additional 31% saying the solution made their campaigns somewhat faster. By contrast, just 2% said that the solution slowed the speed of their marketing campaigns.

Similarly, almost two-thirds of respondents said that implementing tag management made their website either significantly (34%) or somewhat (30%) faster. This is a significant benefit, given February 2012 survey results from Compuware indicating that 86% of online consumers are less likely to return to a company’s website after a poor experience, with slow website response time a key factor.

Other Findings:

  • The key challenges to adoption of tag management are cost/budget (54%) and limited understanding of the technology (48%).
  • Tag management users average 19 site tags, while manual taggers average 10 site tags.
  • Tag management users are far more likely than manual taggers to implement and modify tags more than once a month (44% vs. 25%).
  • 88% of respondents agree that complexity in digital marketing will continue to increase as more data-driven tools become standard to the marketers’ toolkit.

About the Data: The Tag Management survey was fielded in April 2012, and closed with 304 qualified respondents. 64% were from North America, with 19% from the UK. 64% described themselves as Managers or Executive Managers. Company sizes were well distributed, and the best represented sectors included business or professional services (17%), retail (14%), media/publishing (14%), and high tech (9%).

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