tags

What is tag management and why do you need it?

Tags on your website help measure traffic and can assist in optimising your online marketing. 

Tags are integral to most modern marketing tools, from web analytics to retargeting to ad serving to CRM.

Here we’ll be taking a beginner’s look at what tags are, what they do and how you can use tag management to make online marketing less arduous.

Looking at the pros and cons of tag tracking

Firstly, thanks for all the great comments and emails I received following the first instalment of this article.

A lot of people commented on the many overlaps between the themes and particularly around the tagging requirements.

Tagging is a great area to explore, so I thought I would take this and a few of the other themes that were proffered before looking at areas to postpone focus, in the next instalment.

If you would like to see these prioritised further or which companies are differentiating themselves in this space, please let me know or add in the comments field below.

Speed and security: how to win the mobile race

We know that we are addicted to our mobile devices and love that they enable us to purchase anytime, anywhere.

So chances are that one of your next purchases will be via your tablet or mobile phone.

But what does this mean for businesses operating in the mobile space?

Audience data is your currency: protecting it is paramount

As the number of ad technology vendors grow and their functions expand, companies continue to implement more and more tags on their websites. 

This process takes place in stages and incorporates various departments in the organisation, often without a central role governing their organisation.

This can result in a slower, less efficient, and more vulnerable website. Over the past five years, the average number of elements per page has doubled from 50 to over 100.

In an increasingly complex online advertising environment driven by analytics, ad delivery and site optimisation, how well are companies managing the many scripts and cookies found across their websites?

This week’s top six infographics

Here are six of the best infographics we’ve seen this week.

This time the topics include iPad Mini rumours, anticipating how consumers will spend the holiday season, how kids use tablets, Halloween spending in the US and tag management systems

Tracking tags ‘break’ a third of webpages: study

Tag implementation and management is a major headache for 99% of digital marketers, and 36% have experienced problems with webpages or entire websites, thanks to tagging issues. 

This is the finding of a report by TagMan, and the consequences for firms include a loss of sales, traffic and campaign performance data. 

Q&A: Paul Cook on his new tag optimisation research

Paul Cook on tag optimisationTagMan’s Paul Cook recently asked if he could borrow a popular entertainment blog I own for the purposes of running an experiment. I said yes and promptly handed over the keys to Hecklerspray.com.

Paul wanted to figure out how the placement of tags on web pages affects performance. Turns out that the results of the research are a bit of an eye opener.

I’ve interviewed him to find out more about the issues. A link to the research can be found at the foot of this Q&A…