The market for tag management systems is gaining momentum at an impressive rate. On the surface, tag management is a rather pedestrian topic, focusing on the occasionally arcane and frequently ugly mechanics underlying our websites. Indeed, tag management seems to be worlds apart from the current marketing zeitgeist, which often directs our attention to sexy topics such as social media, tablet computers, and gamification. But if we take a deeper view of current marketing trends, it is clear that the two are actually very closely connected. Digital marketing execution and analysis are heavily dependent on website instrumentation, which by extension benefits from enabling technologies such as tag management.
Ultimately, I think the enthusiasm for tag management systems stems from the simple fact that these solutions address very real and tangible pain points felt by nearly all companies doing business on the Web. I believe that the effective use of tag management technology and governance practices can deliver significant efficiency, performance, and financial gains. And I'm not alone. Since publishing How Tag Management Improves Web Intelligence, I've seen steady and growing interest from Forrester clients on the topic.
For a relatively young technology segment, tag management is evolving quickly. In a matter of a just a few weeks, we've seen the tag management market take several significant steps forward: