Tag managers are controlling Martechs not only tags.
Tag managers are evolving as times as goes by. There are also paid tag managers, which are designed to be able to set more advanced “variables” and “triggers”.
For example, when tags fired, you can send email automatically by connecting APIs of the e-mail distribution software.
Therefore, a user who logged in as a member came to the shopping cart and left it, marketing . solutions could send a mail.
It is also possible to publish cookies on the tag manager and connect multi-device users behavior. When a user puts User ID or email etc in the form, it can identify cross devices behavior and stitch this user profile.
You can switch the contents on the website when the session meets a
As you might notice, such tag manager works like marketing automation ( MA ) or the A / B test (switch screen display according to sessions).
So, some clients use fee-based tag manager to install MA, but there are some cases that they no longer need MA since fee-based tag manager can support every clients’ requests without MA.
In principle MA uses their own original system for marketing (Customer DB, mail system and A/B test tools), it is necessary to migrate from software used before to MA system. However, tag managers can do a part of functions of MA, by
So it makes me feel that advanced tag managers are not only “tags” and “management”.