We talk a lot about the transformation of marketing into the digital age. It is the cornerstone to being able to improve the digital customer experience. In essence, it helps solve the variety, volume and velocity of data challenge. The one thing we rarely see talked about is the need for the marriage of technology and a reimagined corporate culture. Tag management and its evolving implementations coupled with the inclusion of the information technology (IT) group in the evolution of an innovative marketing concept makes that digital customer experience something special. If you take a walk around the outer blue half circle in the diagram below, they all must work together to enable the remarkable digital experience you seek through tag management.

Diagram of Tag Mangement With IT and Marketing

Marketing and IT Must Align to Reap the Rewards

Marketers should not be seeking to end their dependence on the IT team. On the contrary, what you should be thinking about is how to change the relationship. There are ways that IT can build user interfaces to the web management tools that give you more control and streamline the process of making changes to the tags on the website. Have you asked the IT group what their primary business objectives are? Do you know what organizational goals they are operating under? Start changing the relationship by establishing a clear understanding of their objectives. Where can you help them and where can they help you. You both answer to the same master.

[See Also: Why Startups Fail – Strategies for Software Companies]

Diagram of the Advertising and IT Services with a Tag Manager

Your goal is to shorten the time to market with new concepts and tags that will give you the information you need to respond in real time to the customer and provide customer experience they demand. IT’s goal is to be responsive while maintaining a responsibility to making sure the website is operating at the performance parameters the customer wants, the search engine requires and avoid penalties to ranking high on the search results pages.

So, What Are Tags?

A tag is a piece of small snippets of JavaScript code that is integrated into web and mobile sites primarily for the purpose of collecting data on customer behavior. It’s one of those “no see um” elements of a web site that triggers when specific conditions are met. The tag fires and data is sent to the vendor. It’s a simple concept but in return creates a complex variety and volume of data for marketers to process and gain insights in real-time. Once you turn it on, it just keeps coming at a tremendous velocity. It’s reach is extending beyond the traditional website as well as mobile apps with tags baked into the software are installed on tablets and smartphones.

Tag Management Systems (TMS) are all about the handshake between IT and marketing. It provides the user interface that eliminates the need for marketers to learn how to code software as the tool takes care of that automatically. That, in turn, reduces the time it takes to make changes in response to observed customer behavior or performance degradation of the website. The fix can be put in quickly and effectively redirecting the data being collected to be more conducive to knowing what the customer wants and delivering it on the device being used in real-time on whatever media channel being used.

Zymr Is All About the User Experience (UX)

The prerequisite for good UX design is a thorough understanding of the use-cases of the final product. Empathy for the persona, profiles, demographics and screen formats allows us to develop designs with confidence. Zymr builds the solution by actively engaging the client team to articulate their best understanding of their customer use cases.

[See Also: Responsive vs Adaptive Design for UI]

It is vital to instrument the user implementation (UI) to enable a thorough analysis of how users navigate features in the web UI or mobile applications. We are a big proponent of thoroughly instrumenting UI code to glean valuable usage insights to guide product optimization.  This type of analysis also helps the client team to understand which features are worth prioritizing.

Everything you need to know about outsourcing technology development Access a special Introduction Package with everything you want to know about outsourcing your technology development. How should you evaluate a partner? What components of your solution that are suitable to be handed off to a partner? These answers and more below.

Introduction Package
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