The end result of good tag management equates to website efficiency, which yields less wasted resources, better business performance, and increased conversions. However, websites pose challenges that can compound for marketers. Retargeting efforts are too often not scalable enough, and affiliate marketing benefits are hardly taken advantage of in the fullest degree. What can internet retailers do about this?
E-tailers can solve this conundrum by investing in a tag management system (TMS). Inevitably, marketers need more technology to drive their websites and digital advertising (for customization, page load speeds, marketing attribution, analytics, etc.), which leads to potential issues with how multiple data points are processed. Effectively managing tags helps retailers combat site speed and attribution issues that arise from implementing more technology and ensures seamless data flow.
Efficient tag management can streamline and simplify many problems in order to maximize efficiency for marketers. For instance, we find many e-tailers have a hard time de-duplicating their affiliate marketing against owned, earned, and other paid media. Managing all tags through a TMS alleviates this issue.
Here are additional best practices on maximizing the efficiency of e-commerce websites and how tag management can help:
Too often, marketers run into the same problem over and over. Here are some common challenges and how to avoid them:
The growth of e-businesses and e-commerce conversions is directly correlated with the growing importance of control over cookies and tags. Just because it is a difficult problem to manage doesn't mean it can be avoided. Furthermore, there aren't workaround solutions -- throwing people and resources at the problem won't alleviate the pressure on the marketer to drive conversions and do it efficiently. E-commerce companies can't afford to be left behind by the competition
Jon Baron is the CEO and co-founder of TagMan.
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"Online shopping or internet shop" image via Shutterstock.
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