Tag Management and the 5 Gears of Marketing Velocity

This is a live blog post from the Online Marketing Summit (#OMSummit) – Presented by Erik Bratt , VP Marketing of Tealium

tag management 5 steps best practices

What are tags?

A “Tag” is a javascrip code that allows you to integrate third party serves into your digital platform.

The average enterprise web site has 14 different vendor tags!. Tags are a huge problem:

  • Costly, time-consuming to manage
  • Slows down website performance
  • Slows down marketing efficiency

Tag Proliferation – common types of tags:

  • Web analytics
  • Search marketing
  • Ad serviing
  • Affiliate marketing
  • Testing
  • Behavioral targeting
  • Etc
Tag Management allows the marketer to manage a tagging platform without having to go to IT. Check out Tealium Tag Management Platform.
The 5 Gears of Marketing Velocity
1. Increased Marketing Agility 
  • No waiting for IT dev cycles
  • Marketers control their own destiny
  • Launch more revenue – generating campaigns, faster
  • Enhance web presence through information
2. Reduce Costs
  • Save on valuable IT resources
  • JavaScript-trained web developers no longer required
3. Improved Site Performance 
  • Replace many tags with one
  • Employ tag best practices (conditional tag loading, slow tag killing, asynchronous tag loading)
  • As much as 50% increase in page load speed
  • One second delay in page load time = 7% loss in conversions (Aberdeen)
4. Lower Opportunity Costs
  • Tagging is non-strategic
  • IT is one of the most important in-house resources
  • IT has more important things to do than tagging
5. Work with the Best Vendors
  • Pick vendors based on ROI and fit
  • Don’t be locked into any one vendor
  • Use best of breed solutions for all your marketing needs (A/B test vendors)
Bonus One: Actionable Data Source! (The quest for clean actionable data) – DoubleClick, Omniture, Linkshare, ExactTarget, Fetchback, Etc.
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About Sarah Bundy

Sarah is a recognized digital marketing leader who is ranked in the Top 40 Digital Marketing Strategists and Top 25 Affiliate Marketing Bloggers of 2012, and is recognized by the New York Times as an expert in performance marketing. She has won over a dozen awards, is an international speaker and contributes to periodicals such as Feedfront Magazine and Small Business Trends. Sarah is the Founder & CEO of All Inclusive Marketing, a leading digital marketing agency known for delivering innovative, experience driven results that reach, engage and convert buyers online. Their clients range from e-commerce start ups to leading retail, travel and SaaS brands such as Norton Symantec, Southwest Vacations, and Dropbox, who want effective digital marketing strategy from innovative thought leaders.