14 practical marketing ideas to trial for 2014

From social media marketing to Google Analytics

Feeling jolly at Christmas, I wanted to be useful . And thought, if you find a little time in-between now and the New Year, it’s a good opportunity to do a little social media housekeeping. Here are immediate future’s top 14 recommendations (seriously, we are doing our tidy up too!) that will improve your social footprint no end. Get them all done and you’ll hit the ground running in January!

1. 
   

   Verify your Google profile – Google+ made huge advances this year but try some simple updates. If you haven’t already, customise your URL so your company page is legitimate and easier to find and share.

   
   


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   Prepare for a crisis – While it’s quiet, take a step back and look at the risks and vulnerabilities in social. Where could you improve? How will you go about making change? Who else in your company could you tempt with mince pies to get some advice? And save your social posts using the lovely Social Safe – http://bit.ly/savesocial -‘just in case’

   
   


3. 
   

   Read “Share This Too” – A great book on social. And not just because we are co-authors, but because it has insights from over 30 of the leading practitioners in social media and PR! (it’s produced by the CiPR too)

   
   


4. 
   

   Test Twitter Cards – Get to grips with Twitter’s Lead Generation Cards; these allow you to collect leads directly from tweets. Christmas is a great time to trial new things, and these have no form for users to fill in – an added bonus!

   
   


5. 
   

   Review existing content – Now is a good time to look back at resources and images. How do they look? Are they all on brand? Dig into your audiences and plan ahead to deliver the hard-hitting content that they want. Be creative. Experiment!

   
   


6. 
   

   Take a Google Analytics course – Insights are everything. Make the most of your time off over Christmas and brush up on your analytical skills. It used to cost $50 but now you can learn for free!

   
   


7. 
   

   Do more with LinkedIn – Sponsored Updates let businesses promote any post from their company page directly into a specific demographics’ news feed. It’s the coolest thing since sliced bread, and leaves a trail of breadcrumbs for your customers to follow.

   
   


8. 
   

   Champion your success – Had a good year? Tell your colleagues about it! Show-off your work with internal presentations, newsletter and creative comms using Vine, videos, infographics… Celebrate your social success!

   
   


9. 
   

   Competitor analysis – Step back to get a better view of the landscape. Take stock of threats and opportunities and work them into a viable framework to build up your online strategy.

   
   


10. 
    

    Play with video – Now you can create and edit videos on the Instagram app as well as photos. And what’s more, these videos exceed the 6 second restriction of Vine, so it’s worth testing which platforms work best for you.

    
    


11. 
    

    Get on the right side of the law – The UK legal system wasn’t made with social in mind so it has had to adapt. Get better prepared for legislation in 2014 with our free resource (including real life examples of what not to do, it’s well worth a read!) Download Risky Business: How to stay legal when using social media.

    
    


12. 
    

    Lay down the law – Once you’re aware of the legal risks, you’ll no doubt want to get your housekeeping in order. Download The Social Media Policy Workbook to draft your new company policy; it covers everything from changing passwords to protecting the company against liability caused by your workforce.

    
    


13. 
    

    Cut your losses – Think about the platforms that you’re using; do they suit your brand? Are you reaching your audience effectively? Close down redundant profiles and re-focus your efforts on active sites.

    
    


14. 
    

    Surf the net for inspiration – This is a great time to do a bit of research. Some casual surfing can land you with great ideas for the next twelve months. Start by checking out what competitors have been up to!

    
    

So there you have it. 2013 was the year that Twitter went public, Facebook launched Graph Search, and Instagram allowed video and Direct Messages. Next year looks to be more eventful. So getting a few of these tasks done will stand you in great stead for 2014. And do shout of you need a bit of advice! I am happy to help.

All the best for 2014!

from Smart Insights http://www.smartinsights.com/managing-digital-marketing/personal-career-development/14-practical-marketing-ideas-2014/

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Designing out of “Stuck”

via Digital Strategy http://digitalstrategy.typepad.com/digital_strategy/2013/12/designing-out-of-stuck.html

6 Email marketing trends for 2014

In webinar we covered Six Trends showing techniques and examples businesses can use in 2014 to increase the value of Email marketing.

The six trends, if you want to fast forward, are:

• Trend 1 – More Email 5


• Trend 2 –Offline gets digital 16


• Trend 3 – Majority mobile 21


• Trend 4 – Video 33


• Trend 5 – Open rate retires 37


• Trend 6 – Intelligent inboxes 40

Email marketing trends 2014 from Smart Insights

This Slideshare was presented as a webinar by Tim Watson of Zettasphere at the Smart Insights Digital Marketing Priorities 2014 summit.

You can view all 6 recordings from the Digital Marketing 2014 Summit here.

from Smart Insights http://www.smartinsights.com/email-marketing/email-communications-strategy/email-marketing-trends-2014/

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How to Select and Prioritise Your Testing

What’s wrong with endless button colour testing?

Disclosure: We DO test buttons. Size, prominence, copy, positioning and very occasionally, colour.

However, in many cases there are higher value tests that we could be running. There will almost always be constraints that limit the number of tests that you can run, based on design & developer effort, a limited number of conversions, limitations of your tools, etc. Therefore prioritising your tests is absolutely crucial. Where can you get the most bang for your buck? In this post I will share the most important things to consider when choosing what to test.

Selecting What to Test

If you’ve been working on Conversion Rate Optimisation (CRO) projects for any length of time you’ll know that there is a huge range of ways to capture insights on user behaviour. No matter which tools/techniques you use, here are the three areas you absolutely must have covered.

1. What is the data telling me about visitor behaviour?

This is typically but not exclusively, found through your web analytics tool. Web analytics can provide a range of insights that help you to understand where people are abandoning forms, bouncing, hitting error messages, which devices/countries/browsers are under-performing,

Key areas to consider:

• Top landing pages


• Pages with high footfall (traffic)


• Key leak or conversion points

2. What are users telling me about their experiences? What can we observe about their behaviour?

If web analytics can help us to understand ‘what’ users are doing, user research can start to fill in the picture by tackling the ‘why’ behind user behaviour on areas such as;

• Usability errors


• Relevance, persuasion, motivation


• Influential proposition messaging

3. What does the business know about customer struggles or business challenges?

Finally, don’t overlook what your business knows about customer behaviour. Often people within the business have valuable information about common user errors, feedback from social media, feedback from stores, etc.

“If only HP knew what HP knows, we would be three times more productive.” Lew Platt, CEO, Hewlett-Packard

I love this quote. It highlights the importance of setting up communication channels for feedback and suggestions. This can be a really positive process that gains support for your testing programme.

Key Sources:

• Customer service insights


• Merchandising team


• Store staff

Prioritising your tests

So now you’ve got tons of exciting ideas and you’re ready to start testing, but where to start? Here’s a few key considerations that we have found invaluable when developing our testing schedules.

1. Triage

Firstly, it’s important to identify if an issue or improvement is worth testing or can be tested. Armed with insights from regular analytics investigation, a range of user research techniques and internal feedback you’re almost certain to have more hypotheses than you can test. Some things will be too small to warrant testing and may be best implemented as a JDI (Just Do It) change, while some may require new functionality or a more comprehensive redesign that sits above testing (e.g. a full checkout redesign).

Here are the categories that we use to triage ideas/improvements:

- Just Do It (JDI) – A small changes that can be implemented without testing and monitored using analytics.

• Single Feature Test – a specific test on a single issue


• Batch Testing – a test on a range of small changes with a similar theme


• Radical Redesign Testing – A full-page redesign tested against the current version.


• Larger Redesign Projects – Improvements that are not practical to test and require a more in-depth redesign process.

Ideas might not fit neatly into one of these categories, but by thinking in this way it will help you to start thinking about the scale of issues in a pragmatic way.

2. Triangulation

Once we have classified issues into different levels we look for issues that have been identified in multiple research methods. If multiple sources confirm or strengthen the same issues we give them a higher priority.

3. Potential Impact vs Effort Required

The next step is to start to evaluate the estimated potential impact of the improvement, against the effort required to run the test. This might be the amount of design or development required, creation of test assets, test configuration, level of sign-off required, etc.

So your estimate should be based on a balance of the ‘likelihood to impact key metrics’ versus ‘effort required’.

Summary

Selecting tests based on understanding the ‘hows’ and ‘whys’ of user behaviour, and prioritising tests in a considered, pragmatic way you will give you the best chance of running tests that have a significant impact on key metrics that improve the overall performance of your site or business.

How do you prioritise tests in your organisation?

Thanks to Matt Lacey for sharing their advice and opinions in this post. Matt Lacey is Head of Optimisation at PRWD. You can follow him on Twitter or connect on LinkedIn.

from Smart Insights http://www.smartinsights.com/conversion-optimisation/conversion-optimisation-strategy/select-prioritise-testing/

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What if Santa was an email marketer?

A little fun to end the year

Santa discovers his Android rendering sucks…

If Santa was an email marketer…

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  1. He’d be the only one who could claim “open rate” is a meaningful metric.

  
  

  
  


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  2. He wouldn’t have to worry about people complaining they get “too many” presents from him.

  
  

  
  


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  3. The message on the gift tag would be limited to 50 characters and always feature first-name personalization.

  
  

  
  


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  4. His detailed tests on the “best time and day to send” would have extremely conclusive results (but at least a dozen experts would try and persuade him to always send on a Tuesday at 3pm).

  
  

  
  


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  5. Around half the recipients would get their presents while out and about. Some would open them immediately, while some would wait until they got back home. And some would check the gift tags, save the valuable looking gifts for home, and dump the rest in a nearby bin.

  
  

  
  


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  6. Nobody would get any presents unless they wrote to Santa explicitly asking for them.

  
  

  
  


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  7. The gift would change in size to fit the space available under the tree.

  
  

  
  


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  8. He’d send a few presents out early, featuring different gift wrap. Then he’d wait to see which wrapping got the most opens and use the winner for the rest of Christmas.

  
  

  
  


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  9. He would always get a high open rate, even though his delivered content is often low-value or irrelevant.

  
  

  
  


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  10. Those who don’t open their parcels would get a new parcel around December 30th: same gift, but different gift tags and wrapping.

  
  

  
  


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  11. And if they didn’t open the second parcel, Santa would write and ask them if they still want a parcel next year, otherwise he’ll stop delivering.

  
  

  
  


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  12. But if he took people off his list for not opening anything for the last six months prior to his December send…he’d go bust.

  
  

  
  


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  13. The content of each parcel would be determined on a one-to-one basis, using an analysis of each recipient’s prior behavior.

  
  

  
  


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  14. He’d have excellent relations with ISPs, because nobody wants to end up on Santa’s blacklist.

  
  

  
  


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  15. He wouldn’t get many people reporting his gifts as unwanted (even though some of them are) and opting-out of future deliveries.

  
  

  
  


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  16. Experts would advise him to send a few Christmas gifts in July and August to ensure customers remain engaged with his brand.

  
  

  
  

I’ve had my fun, now it’s over to you… surely you can beat these?

Image credit: 123RF

from Smart Insights http://www.smartinsights.com/email-marketing/santa-email-marketer/

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Guide to YouTube Analytics Part 2

In Part 1, we looked at the main features of YouTube Analytics (YTA) and how they can be used to a) build an audience and b) improve the engagement of your existing audience. In this article, we are going to look in more detail at 5 of the key reporting features available in YTA.

To get ideas and inspiration on creating the right type of videos and YouTube brand channel to maximise video plays and sales, see our new guide to YouTube Marketing.

Recommended Guide: Smarter YouTube Marketing

Create a content plan and setup your brand channel correctly to make better use of YouTube.

Download our YouTube Marketing Guide.

1 Youtube Traffic Source data

The Traffic Source feature offers in depth information about how and where your viewers are coming across your videos. Having an understanding about the sources which are bringing you the most/least traffic is useful in determining how you will focus your future resources.

In the above image you can see the result of clicking on the ‘Traffic Source’ tab. It provides a general overview of the main sources of traffic, including the various possible routes within YouTube itself e.g. YouTube playlists or adverts. In the image below, you can see the result of clicking the ‘External website’ option:

This option gives you a breakdown of all of the external websites that are bringing viewers to your videos. You can see in this example that Facebook isn’t bringing as many views as one might expect. This might therefore be a traffic source worthy of more attention – maybe a dedicated strategy. On the other hand, it may be that Facebook isn’t the appropriate forum for this particular audience.

If a very specific website seems to be sourcing some traffic but not a lot, you can consider contacting them to arrange mutually beneficial partnerships (e.g. sharing each others videos or working together on video collaborations).

YTA provides layers of analysis. The above diagram is the result of clicking on the ‘Geography’ tab in order to see the sources of traffic from external websites by their geographical location. How you assess this information will depend on your own location, and your goals. Again, this information can help you decide how to allocate future resources.

2 YouTube Subscriber Data

The Subscribers reporting features allow you to understand what makes your viewers subscribe or unsubscribe.

You can analyse an increase or decrease in subscribers by video, geography or date.

When looking by video or date, you can work out which of your videos are having the biggest impact on your audience. If particular videos are failing to bring in new subscribers, you can consider adding annotations or adding links in the description to encourage viewers to subscribe.

Ultimately, your most subscribed content should be that which you build upon. A subscription is a strong endorsement of your content and reveals the type of content you should be making more of.

3 YouTube Audience Retention

Having knowledge about how viewers are interacting with your videos and how long they are watching them for can help you become better at making content that engages audiences for the duration of a video.

The Audience Retention feature in YTA includes an ‘Absolute Retention’ graph. This graph is useful because dips tell you which sections of your video audience like and dislike. Dips in the graph represent when viewers are fast-forwarding or switching off from a video at that point. Peaks represent moments when that the audience is rewatching. See the example below:

Another very telling aspect of this data is how the audience is responding to the video within the first 10 seconds. If viewers are switching off, you should question your video and whether or not it is meeting viewer expectations. Is your title right for the content? How about your description? Maybe the video itself isn’t doing what you want it to.

The ‘Relative Retention’ graph tells you how your video is comparing to other videos on YouTube that are of a similar length to yours. This information is useful again in terms of looking at the length and pace of your future projects.

Another useful feature of the Audience Retention aspect of YTA is that the data is broken down by geography and date. In the example of geography, YTA provides information, by country, regarding the average view duration of each of your individual videos.

4 YouTube Annotations data

YouTube introduced annotations as a way for creators to further engage their viewers. Annotations allow the creator to direct the viewer to more of their own videos, or to subscribe to their channel for example. As we are all aware, there are a lot of videos on YouTube. Annotations are therefore an opportunity to hold viewers within the realm of your own videos and encourage a long-term relationship with them through the subscription route.

The Annotations report includes Click Through Rates (CTR) – i.e. viewers who interact with your annotation by clicking on them. Close Rates tell you when viewers are failing to click on your annotations. This information is useful for informing you where your annotations are working and where they need improving.

5 YouTube Analytics Interaction

In YTA, interaction is measured by ‘Likes/Dislikes’ and by ‘Comments’ and ‘Sharing’. Content that audiences interact with the most is going to be the content that your audience likes the most and is therefore most successful. This data should inform how you craft future content and the strategies you employ to promote your videos.

Likes and Dislikes simply inform you which videos your viewers have given the thumbs up or the thumbs down to. The videos that are liked the most are the ones you should be looking to learn from and replicate. If you have had a high rate of dislikes for any particular video, you should spend time considering why and if this means you should avoid similar content in future.

Comments are as much about quality as quantity. Read your viewers comments. They may be indicating to you what they would like to see more/less of, or offering ideas (intentionally or not) for future content. YouTube is notorious for comments that are less than useful. But you might find some diamonds in the rough.

Knowing which videos your audience are more likely to share is useful – if you are keen to achieve more shares, you can incorporate clearer calls to actions in you actual videos, in your annotations and in your video descriptions.

As a tool, YouTube Analytics is useful to revisit regularly to take note of any changes or new trends. You can only improve your channel if you know how it is performing in the first place.

Thanks to Neil Davidson for sharing his advice and opinions in this post. Neil Davidson is the Founder of MWP Digital Media, a leading Corporate Video Production Company. He also runs My Web Presenters who specialise in creating video spokesperson videos. They work with businesses of all sizes to create and market compelling and emotive videos that get specific and clear results. If you would like to have a conversation about how to create video for the web then please contact Neil here. You can also follow him on Twitter or connect on LinkedIn.

from Smart Insights http://www.smartinsights.com/social-media-marketing/youtube-marketing/guide-youtube-analytics-part-2/

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Analysing PPC ad performance for low volume ad groups

Practical tips to improve AdWords click volume and quality, particularly relevant for B2B and low volume B2C accounts

PPC traffic, in most accounts, have a very uneven distribution between the ad groups. What I find is that usually there are a few ad groups that get lots of traffic and then lots of long tail ad groups that each get a little bit of traffic.

This makes ad improvement tricky for the majority of ad groups. In order to improve ads we always run 2 or 3 ads in an ad group to see which one performs best over time and then optimise towards the best performer. So unless the ad groups ads have each had a high number of impressions and clicks then we cannot make a decision on which ad is performing best.

Fine for the few high traffic ad groups, but less easy for the majority of the ad groups.

This post shares a few hacks that can be made in order to get to decisions faster and optimise your PPC ads more quickly for better performance.

Traffic Distribution in Adwords Accounts

The chart below uses actual data from a retail client of ours, we just disguised the ad group names to protect their identity:

The data was collected over a month and shows that there were just a few (16) ad groups that received over 100 clicks and then lots (306) that received between 1 and 99 clicks.

Here is the distribution of clicks amongst the top 20 ad groups:

I am not saying that this is the same for all accounts but I do believe that it is pretty typical as most accounts that we have managed map pretty closely.

If you are running 2 ads in an ad group, so effectively an A/B test, you are likely to need more than 1000 impressions before you can determine a winner.

This table, represents the total impressions needed in order to determine a winner of an A/B test to a 95% confidence level. You can run various scenarios in the tool here.

From the account we referred to above the average CTR is 4.91% on search ads so the figures get even higher – we need a minimum of 2000 impressions and 100 clicks across the 2 ads approx before we can determine a winner.

Over 1 month there were only 7 ad groups that hit this threshold. So what do we do with all of the long tail ad groups? Just leave them for a year and then have a check?

Aggregating Data

Most PPC accounts have common sense structures based on the company website or on the way people search for the product/service.

This means that you are likely to have ad groups that are very similar to each other – perhaps focusing on the same product or a very similar product.

This means that you can, with relative confidence, aggregate the data across multiple ad groups to identify weaknesses and strengths.

Calls to action

All PPC ads have a call to action and often this may be a common call to action used across multiple ad groups and even multiple campaigns.

e.g.

“Order Today for Free Delivery”

“10% Off When You Order Today”

If you use these calls to action across mutiple ad groups then you can use pivot tables in Excel to analyse them.

This screenshot shows a few ad groups from one campaign that is selling the same type of product:

As you can see the ad groups share common description line 2 (which is often where the call to action is). here we are testing different aspects of the service:

• Delivery speed


• Product feature (mattress thickness)


• Product benefit (comfort)


• Combinations of the above 3.

The results as you can see are very difficult to call like this, but by simply aggregating it across a whole campaign (takes 1 second in a pivot table) you can see some real performance indicators:

As you can see here it is obvious that the product features are more effective than delivery speed or the fact that delivery is free (at least in the ad).

You can then use this data to make changes en masse to the individual ad groups.

You can also see that although data collected is still small in volume it looks like “UK Hand Made” and also the number of fabric styles available are important to consumers so it may well be worth pushing more traffic to these description line 2′s by using them in more ads.

*A word of warning – you should only use this technique across very similar products/services, never run it across a whole account that has multiple products or services.

Different products and services often have different customers with different priorities so you need to take this into consideration when planning your analysis.

I would love to hear of other techniques that people use to analyse ads effectively and of course if you have any questions then please leave them in the comments below.

Thanks to Joel Chudleigh for sharing his advice and opinions in this post. Joel Chudleigh is CEO and Founder at Deep Footprints, which is a digital agency focused on PPC and SEO through a holistic approach. That means that they really understand the need to know their clients’ businesses and products/services inside out to understand how to best market them. You can follow him on Twitter or connect on LinkedIn.

from Smart Insights http://www.smartinsights.com/paid-search-marketing-ppc/paid-search-strategy/analysing-ppc-ad-performance-low-volume-ad-groups/

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Making the business case for a tag management system

6 reasons you should consider a tag management tool

With the increasing number and variety of tools now available to the online marketer, it’s possible to learn more than ever before about how visitors to a desktop site, mobile site or app are interacting with the content they find.

There are also an increasing number of tools to target these users through personalisation. However, many of these tools need their own tag adding to the site pages to record and target users. Tag management systems have been developed to make the process of adding and modifying tags easier and less error-prone for site managers.

The release of Google’s Tag Manager has highlighted the value of these tools although this is a free tool while many of the others are paid for.

In the new Smart Insights guide to Tag Management Systems we show the main tag management systems available and explain the issues to consider when managing a project to implement them. We also show how to setup Google Tag Manager since this is now the most popular tool since it is free and makes it easier to add tags for different Google solutions such as Universal Analytics, Doubleclick ad management and AdWords Remarketing.

Recommended Guide: Tag Management Guide

A guide to support projects to implement a new site tag management system focusing on Google Tag Manager.

Download our Tag Management Guide.

In this post we explore the main business benefits for implementing tag management systems which can form part of a business case.

1. Page load speed

Page load speed can be an issue in cases where many tags are implemented on a page. As far back as April 2010, Google issued a notice outlining that page load speed would become a signal in its ranking algorithm effectively meaning that a slow loading page could result in a potentially lower ranking in Google’s SERPs.

Individually Javascript tags may only have a minimal impact on page load time but when there are many of them on a single page the cumulative weight may start to make a difference. By using a tag management tool, the presence of a single “container” tag on a page will reduce of the overall file size of the page and so help make it quicker to load.

2. Speed of implementation

An often-cited gripe of adding tags to a page is the length of time it takes to implement, this is frequently due to the availability of developer resource needed to implement the tag, in addition the procedural framework in some organizations may require formal documentation in advance of submitting a request for developer time to implement the tag and that in itself can take up time. For a large, complex site, perhaps targeting multiple countries, implementation of tags can take months.

The manual implementation process in most cases will also involve a staging server and a test version of the site to ensure the update / addition / amend does not have any adverse affects on the site or break the page(s) in any way. Because of this extra time is involved in the testing process, time that can be saved by using a tag management system.

Bear in mind that the time savings afforded by a Tag Management System do not extend to the initial set up. During this stage developer time is needed for the implementation of the ‘container’ tag as well as the data layer if one is used. This process in itself can be quite lengthy so it is well worth giving this careful consideration.

3. Reduce reliance on IT support

The process for any tag implementation usually takes several steps which could include but not be limited to:

1. A need is identified – either involving the addition of a new tracking tool entirely, or to modify the code of an existing tool

2. A change request is put into the development team, this might or might not include a written request via email or a process management application.

3. The code is added or updated on the development test server.

4. The code is set live on the main site.

5. New applications requiring tags are identified and new tags need to be added or existing ones added.

Once a tag management tool is in place, steps 2-5 can be taken care of by the marketer without any need to bother (or be bothered by) the development team.

4. Convenience

Implementing a tag management tool also reduces the reliance on the IT department in the longer term. Reduced reliance on the IT department is mirrored by increased independence for the digital marketing professional. That greater independence means that the digital marketer is master of his / her own time management and so is freely available to add and amend tagging at will.

It also means that at times when the site is in development lock down, for example coming into the Christmas trading period, tagging which often gets relegated in favor of other more pressing tasks, no longer runs the risk of being completely forgotten.

On the basis that speed and efficiency are paramount, the added convenience of being able to add and update tags at will is a help.

Note: There is still a steep learning curve for the digital marketer in learning how to use the interface of a tag management tool. If tagging requirements are likely to be minimal over time then it may not always make sense to implement a tag management tool.

5. Control

Most solutions that require some form of tag management will likely fall within the jurisdiction of the marketing department. By decoupling the tag management process from the IT department greater control is handed to the specifically to the (digital) marketer which is logically where its should be in relation to this process.

Implementation of local privacy compliance

Given the various different online privacy laws in countries around the world, not least in the EU, the challenge of managing cookie deployment in the context of those privacy laws is no small task. Tag management solutions can help with this thanks to geo-based privacy.

6. Applying section or page-specific rules to track marketing outcomes

Most tag management systems use rules which enable marketers to easily track marketing events such as particular page types being loaded, specific audiences taking action or specific sections of a page being clicked on.

Thanks to Hugh Gage of Engage Digital for sharing their advice and opinions in this post. Hugh has worked in digital communications since 1994, switching from roles in media where he was Head of Online Planning and Buying at Manning Gottlieb OMD, to senior analyst at Logan Tod now part of PwC. He was one of the first to hold the Google Analytics Individual Qualification and is also a DAA Certified Analyst. You can follow him on Twitter or connect on LinkedIn.

from Smart Insights http://www.smartinsights.com/ecommerce/ecommerce-analytics/making-business-case-tag-management-system/

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