Tag management system tools assist companies in having more control over the website while making pertinent changes in a timely manner, and increase the website’s speed and performance, and improve the quality of data collected by ensuring that the proper tags fire at the proper times. The tag management system helps organizations strengthen their competitive edge by allowing marketing or other professionals to deploy new digital marketing technologies that require tags with less dependence on internal IT processes, thus accelerating the time-to-market. Tag management systems help improve the digital marketing experience exponentially by offering various business applications, such as campaign management, user experience management, content management, and risk and compliance management. The tag management system market is expected to grow from USD 661.9 million in 2018 to USD 1,286.1 million by 2023, at a Compound Annual Growth Rate (CAGR) of 14.2% during the forecast period. Increasing business need to understand customer behavior to deliver better customer experience is driving the global tag management system market.
The tag management system market includes a significant number of vendors providing software and services, such as Google (US), IBM (US), Adobe (US), Tealium (US), Ensighten (US), Adform (Denmark), AT Internet (France), Commanders Act (France), Datalicious (Australia), Mezzobit (US), Qubit (UK), Relay 42 (Netherlands), Segment (US), Signal (US), Sizmek (US), Piwik Pro (US), and Innocraft (New Zealand). The other stakeholders of the tag management system market include research organizations, network and system integrators, managed service providers, and web and audience analytics. The players in the market have embraced different strategies to extend their worldwide presence and market shares. They have implemented various growth strategies such as partnerships, new product launches, product upgradations, mergers and acquisitions, joint ventures, and expansions, in the global tag management system market.
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Google is an established, multinational provider of internet-related services and products, such as online advertising technologies, search engine, cloud computing, software, and hardware. Google’s primary business areas include search, advertising, cloud computing, and OS. The Google search engine maintains a list of websites and online content for Google’s network members, advertisers, and content providers. Google has been following various organic and inorganic strategies to strengthen its position in the marketing and advertising space. The company is focused on the advancement of various factors that help marketing teams capture their target customers. The implementation of AI, Natural Language Processing (NLP), machine learning, and deep learning technology by adopting various strategies, such as acquisitions and investments in AI research, have enhanced the Google Analytics capability. Moreover, AI recommendations help customers easily find what they need while conducting searches. These technologies play a significant role in providing AI recommendations. For instance, the company has been using deep learning as its core technology to provide recommendations on YouTube. The integration of Google Tag Manager with other Google products, such as Google Analytics, Google AdWords, and DoubleClick, helps users monitor their website traffic more efficiently. This, in turn, plays a major role in the Google Tag Manager’s leadership position in the market.
Tealium, founded in 2008, is a software development company headquartered in California, US. It develops and sells enterprise tag management and marketing software. The company offers 2 main products, namely, Tealium iQ, the company’s tag management offering, and Tealium AudienceStream, a real-time marketing platform. In May 2018, Tealium partnered with major cloud computing platforms, including Amazon, Google, and Microsoft. The integration enabled clients to collect customer interaction data and stream it in the real time to cloud-based infrastructure for analysis. Earlier in March 2016, Tealium partnered with Tata Consultancy Services (TCS) to deliver real-time customization and empower omnichannel customer’s experiences for businesses. Tealium managed to raise funding worth USD 35 million from its existing investors; this additional investment is expected to fuel continuous innovations; accelerate product integrations with mobile, IoT, and offline sources; and expand the company’s global footprint.
Tag Management System Market by Component (Tools and Services), Application (User Experience Management, Risk & Compliance Management, Content Management, Campaign Management), Deployment Type, Organization Size, Vertical - Global Forecast to 2023
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