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Posted by Joseph Stanhope on November 21, 2011
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:
We're entering an exciting phase in the development of the tag management solutions market. Tag management is building into a legitimate and recognized category, and the diversity of firms and their solutions is giving us a glimpse of where this market can go in the future.
I plan to continue researching tag management in 2012, but in the meantime, why are you excited about tag management? What problems is it solving for you, and what gaps have yet to be addressed?
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