WHY YOU SHOULD

KNOW ABOUT

ADOBE’S DYNAMIC

TAG MANAGER

Tested Digital Expert Ltd

Background:

Firstly, we need to know what tag management is. Tag management systems let you control your analytics tools, tests, marketing tags, and other tag-based technologies on your website with ease. There are many types of tag management tools such as; (the popular) Google Tag Manager, KISSMetrics, AdRoll and so on, however in this article we will be focusing on Adobe’s Dynamic Tag Management which launched in 2013.

Dynamic Tag Management:

How can marketers know – how to identify the right

customers, keep them engaged and deliver the correct

message whilst using the right technology?

Adobe’s Marketing Cloud offers customers Dynamic Tag

Management as a value added feature, which allows

you to easily manage tags as well as providing

innovative tools for collecting and distributing data

across digital marketing systems whilst also enabling the

responsive delivery of user-specific content. DTM also

provides control and flexibility when implementing and

optimising digital campaigns, as it shifts the focus from

IT (e.g. tags) to marketing, thus simplifying the process.

Dynamic Tag Management Features:

Did you know Adobe Dynamic Tag Management is

currently ranked as 5th in Tag Management across the

entire web?

Adobe’s DTM essentially decreases the time it takes to

configure websites, therefore reducing the need for

technological resources. It also allows you to collect the

right data from across your digital marketing systems.

Dynamic Tag Management analyses and combines all of

your contextual information in order to customise the

visitor’s website experience. You can use tags to trigger

a variety of actions, such as; when a visitor opens a

“chat” window or specific content is displayed.

Usability

Dynamic Tag Management supports any HTML (or

JavaScript-based tags) therefore can be applied to

numerous tag management problems

Tag Management

The perceptive interface allows you to quickly deploy

any tag and reduce its dependency on IT

Robust Interface & Workflow Management

Utilise your time analysing user interactions that you

want to manage and the data you want to collect

Dynamic Tag Management Features:

Management of Multiple Sites

You are also given the option of putting multiple

domains into the same web property

Rules-Driven Tag Execution

This allows you to create more precise customer

experiences using powerful rules

Data Distribution management

You are able to take control of the data collection from

your pages, as well as making it available to any of

your digital marketing services

Dynamic Tag Management Features:

Benefits:

Improved website efficiency – DTM allows you to optimise the

loading time of multiple analytics and marketing tags

Improved control and security – you can retain the control of

developing and deploying tag strategies. As data is collected,

it is available across all digital marketing services

Enhanced flexibility – DTM permits you to rapidly test and

optimise tags without being bound by release cycles

Centralised tool management – means you can trigger

numerous tags and technologies simultaneously, rather than

creating separate rules for each one

Reduced costs – utilising DTM means minimising the need to

use JavaScript-trained IT resources for tag management

activities

Industry Quote:

“Adding the Dynamic Tag Management to one of

the industry’s best analytics solutions creates

significant value for clients like us. We love the

easy-to-use interface and flexibility, but more

importantly it helps my team more quickly, easily

and accurately collect, measure and distribute the

critical data we rely on to optimize and monetize

our business.” – Brandon Proctor (Vice

President of Marketing – Build.com)

Drawbacks:

As with any software, disadvantages are inevitable.

Using Adobe’s DTM can be a somewhat complicated

task, as it requires you to manage multiple different

tags, build various rules and make use of the most up-

to-date code on all. Furthermore, this market is full of

fierce competitors such as the digital giant – Google

which is the most popular Tag Management tool today.

Tag Management software can also be susceptive to

malicious content by hackers, which may put your

companies/user’s data at risk. Nevertheless, Adobe’s

benefits most certainly outweigh the aforementioned

drawbacks.

The Future of Tag Management:

Adobe recently announced several new features to

their Marketing Cloud. One new feature is the

inclusion of contextually relevant emails – such as

user location based information, purchase history

etc, which should essentially boost user

engagement and interest. Additionally another tool is

the drag-and-drop tool which enables marketers to

personalise text on an image with data from a

customer’s profile (e.g. a banner ad of a

personalised diary with the customer’s name on).

Thus, allowing marketers to build more solidified,

long term relationships with customers.

Our Aim:

At TDE, we aim to provide you with insightful

information in the digital marketing industry to

help optimise your marketing campaigns, so

make sure you sign up to our blog and

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References:

http://moz.com/blog/what-is-tag-management

http://www.searchdiscovery.com/satellite/tag-management-systems/

http://www.businesswire.com/news/home/20130917006908/en/Adobe-

Unveils-Dynamic-Tag-Management-Adobe-Marketing#.VNQuL_msWSo

http://www.adobe.com/uk/solutions/digital-marketing/dynamic-tag-

management.html

http://blogs.adobe.com/digitalmarketing/personalization/tagging-made-easy-

adobe-dynamic-tag-management/

http://blogs.adobe.com/digitalmarketing/analytics/top-questions-dynamic-tag-

management/

http://searchenginewatch.com/sew/opinion/2260310/top-5-reasons-against-

implementing-a-tag-management-solution#