Tag management tools are much more than the management of tags. Strategic use can:
give control of digital marketing campaigns to marketers – relieving significant IT burden,
significantly reduce digital marketing implementation and operational costs,
garner support for digital marketing programs – even in highly regulated firms – by offering detailed multi-stakeholder visibility and control of scripts and digital data,
reduce the “stickiness” and dependence on digital technology vendors, and
enable digital data syndication, which in turn drives dynamic segmentation and bottom-up attribution programs.
Forrester is currently assessing the tag management capabilities of top global brands, advising on their strategies and guiding them with their digital marketing road maps. Also; tag management research is ongoing with a few papers due for release later this year.
I published Understanding Tag Management Tools And Technology about six weeks ago. The research has been a valuable resource for documentating the vendor landscape and - most importantly - identifying how buyers deploy and benefit from tag management solutions. But as we've regularly noted, tag management is an early-stage market undergoing rapid expansion and evolution. Strictly speaking, "Understanding Tag Management Tools and Technology" was fully accurate for about a week. Since we published the research in mid-August, the TMS vendor landscape has continued to exhibit highly dynamic (and exciting!) behavior:
August: BrightTag acquires SiteTagger. US-based BrightTag sets its sights on establishing a strong foothold in the EU by acquiring UK-based SiteTagger. You can read about it here.
September: Mediaplex launches a TMS offering. Digital media powerhouse Mediaplex jumps into the TMS market with its own offering - named Master TMS - to further enhance their stack of advertising technology and services. You can check it out here.
October: Google launches a TMS offering. This is the big one. Web and tech giant Google launches its own TMS offering - named Google Tag Manager - to make digital marketing easier to manage and to bridge their broad portfolio of analytics and media products. You can read the official announcement here, and check out Justin Cutroni's blog for a more technical overview.