A recent survey found that 48% of the companies in the Internet Retailer 100 are using tag management systems. Extole recently conducted research that showed 22% of the Internet Retailer 500 uses referral marketing. Using tag management alone will reduce costs. Using referral marketing with tag management will make you money.
Our customers have deployed our tags with just about every tag management solution on the market. Along the way, we’ve learned a few things. Here are some top tips:
1. Know what your tag management system can do – most tag management systems were designed for delivering analytics tags, conversion tags, remarketing pixels. These tags are invisible to your site visitors. Delivering visible content into specific locations on the page is harder. It can be a challenge for a TMS not built for this purpose. If you’re already using a tag manager for some kind of visible content delivery, then you’re a step ahead. If not, spend a little time determining the content delivery capabilities of your TMS. Figuring out whether you’ll encounter any difficulties might be tough, which leads to tip #2.
2. Bring your partners together – our customers are mostly new to tag management. Few have in-house experts. They often rely on their TMS consultants for implementation, for modifications, and for deploying new 3rd party systems like Extole. If you’re in this situation, introduce your TMS experts to the services teams of your other technology partners. Establish an open channel of communication. More often than not, any issues that arise will be small and easy for the experts to resolve quickly.
3. Design for available variables – tag managers don’t just deliver tags, they often control data. Know what data your tag management system can easily access. Then, build a solution that uses available variables and avoids additional configuration. Relying on data that’s not easily accessible could slow your deployment progress. Some tag management solutions make tapping into new data very easy, but you will definitely benefit from knowing ahead of time.