MarTech Growth and Why You Need A Tag Management Strategy

July 8, 2016 Adam Gilbert

Over the past five years, the growth of the marketing technology industry has been explosive, with new tools constantly popping up to feed increasing marketing demands, to support current solutions or to surpass old ones.

With these rapid developments, marketing is entering a new digital era with a hefty stack of technologies that are being widely adopted as they become easier to use, but with increasing abilities.

This growth is especially visible in the number of marketing cloud applications that have repeatedly doubled over the past couple of years, according to Scott Brinker of

This graphic shows just how aggressively the MarTech industry has grown:

In the current mass of over 3,500 technologies, a good portion of these solutions are tag management systems (TMSs)—a nifty little tool designed to simplify your life by shepherding all your digital tagging implementations.

If you’re still sitting on the fence about using a TMS, take another look at that graphic and think about how many of those MarTech and analytics solutions you’re trying to manage individually. Can you see now how useful a TMS could be to your digital marketing management—and your sanity?

However, with all the other MarTech you’re managing, it can be daunting to add another one to the stack.

Trailblaze or Trail Behind?

Research from Cardinal Path reports that in 2015, 42 percent of the top 500 Internet Retailers had yet to adopt a TMS, even though more than one-third of that 42 percent were using several tagging technologies and analytics tools.

Most marketers have difficulty managing one analytics tool, so manually tackling multiple technologies without a TMS is becoming nearly impossible—and the more analytics tools you implement and try to manage on your own, the more likely you are to have incomplete or flawed data.

While the decision of which TMS will work best for you to trailblaze depends on your unique needs, it is clear that eventually you will need a tag management strategy to keep from trailing behind.

The Importance of a TMS

A tag management system enables marketers to implement and maintain a site’s tags through a single source. With a convenient TMS web interface, users can add, remove or edit tags from a single point of control, simplifying and speeding up the process.

With the explosion of marketing—and especially tagging—technologies, there is a general understanding within the digital analytics industry that implementing a TMS is now a best practice, and maybe even a prerequisite to getting accurate ROI from your analytics solutions and data.

But if it’s so important to have one, why hasn’t everyone adopted a TMS?

Many organizations believe the costs of acquiring and implementing a TMS exceed the benefits.

Tealium addresses these concerns with Five Myths and Facts of Tag Management Systems, stating that not integrating a TMS into your digital marketing strategy can greatly cost organizations in time, resources and revenue. An effective TMS can also save time and resources by making marketing less dependent on IT to manage their integrations. You can also refer to my last blog post: The Top 5 Benefits of a Tag Management System.

Nick Lyengar of summarizes some of the most tangible benefits and costs associated with a TMS:

Decision makers may also argue that it would be a time and resource cost to train employees how to use the new solution, but because MarTech across the board is becoming more and more user-friendly, only a little bit of training is required and the ROI of a TMS far outweighs the costs of training.

Additionally, designating a data steward and defining a governance plan will also facilitate a smooth transition with your TMS and help ensure your analytics data is collected and analyzed accurately.

Ready to adopt?

Implementing a TMS gives you a solid foundation to build upon as the complex MarTech industry continues to rapidly evolve. Yes, there are some decisions to be made, and yes, there is work to be done. But in the end, adopting a TMS will be well worth the effort.

Check out 10 Tag Management Solutions You Should Consider Today to see your options or 7 Best Practices For Building Your Tag Management Plan to learn the basics of being successful with your TMS.


About the Author

Adam Gilbert

Adam Gilbert has been in Digital Marketing for the past ten years, eight of which he spent at Adobe as a Senior Customer Success Manager working with Fortune 100 companies. He has worked with accounts in all verticals including Hi-Tech, Travel & Leisure, Retail, and Financial Services. Adam now manages the Partner Program at ObservePoint as the Senior Partner Success Manager. Personally, he loves getting out into nature with his family and can regularly be found hiking the many trails in Utah. He uses his passion for the outdoors to run two websites for wilderness survival courses and hiking trails.

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