The Global Tag Management System Market size is expected to reach $2.4 billion by 2030, rising at a market growth of 12.8% CAGR during the forecast period.
The retail & e-commerce industry comprises conventional food stores and online shopping websites. Hence, the Retail & Ecommerce segment would capture approximately 1/5thshare of the market by 2030. The retail and e-commerce sectors rely strongly on the buying patterns of customers, who anticipate a prompt response from sellers and the ability to display the exact product they desire. Many e-commerce and retail websites use a tag management system to enhance the user experience. Data analytics is also projected to be fueled by the increased need to manage inventory carefully due to increased e-commerce activities. It can forecast future sales and prepare a company to meet shifting customer demands.
The major strategies followed by the market participants are Product Launches as the key developmental strategy in order to keep pace with the changing demands of end users. For instance, In February, 2023, Commanders Act rolled out the Marketing Cookieless Platform, which gives brands higher control over the collection, processing, and sharing of customer data and consent signals. In January, 2023, Tealium released iQ Events, a no-code feature that allows users to better collect and utilize zero and first-party data.
The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Adobe, Inc., Tealium, Inc., Google LLC (Alphabet, Inc.), Adform, Oracle Corporation, IBM Corporation, Piwik PRO SA, CHEQ AI Technologies Ltd. (Ensighten, Inc.), Commanders Act, and Coveo Solutions, Inc.
The retail & e-commerce industry comprises conventional food stores and online shopping websites. Hence, the Retail & Ecommerce segment would capture approximately 1/5thshare of the market by 2030. The retail and e-commerce sectors rely strongly on the buying patterns of customers, who anticipate a prompt response from sellers and the ability to display the exact product they desire. Many e-commerce and retail websites use a tag management system to enhance the user experience. Data analytics is also projected to be fueled by the increased need to manage inventory carefully due to increased e-commerce activities. It can forecast future sales and prepare a company to meet shifting customer demands.
The major strategies followed by the market participants are Product Launches as the key developmental strategy in order to keep pace with the changing demands of end users. For instance, In February, 2023, Commanders Act rolled out the Marketing Cookieless Platform, which gives brands higher control over the collection, processing, and sharing of customer data and consent signals. In January, 2023, Tealium released iQ Events, a no-code feature that allows users to better collect and utilize zero and first-party data.
The Cardinal Matrix - Market Competition Analysis
Based on the analysis presented in the The Cardinal Matrix; Google LLC is the forerunner in the Market. Companies such as Adobe, Inc., Oracle Corporation, IBM Corporation are some of the key innovators in the Market. In March, 2023, Adobe announced the launch of Adobe Firefly to bring highly precise, power, speed, and ease directly into Creative Cloud, Document Cloud, Experience Cloud, and Adobe Express workflows where content is developed and built.
Market Growth Factors
Increasing need for enhanced digital marketing
A tag management system provides a strong basis for in-depth website analysis, which is vital for online marketing. Digital marketers can create vendor campaigns much more quickly and effectively with the support of a TMS, which helps them accelerate outcomes optimization. Managing tags manually would be substantially more difficult and expensive and often require IT expertise, particularly if source code modifications are to be made. After training on maintaining tags, employees can use a tag management solution, saving IT resources. It will propel the growth of the market.Innovative tag management systems and real-time marketing app techniques
Most tag management applications offer graphical user interfaces (GUIs) that business or marketing professionals can manage. Tag management system tools can also assist businesses in adhering to 'do-not-track' and other data collection privacy standards. The increase in mobile data consumption and smartphone and tablet utilization is anticipated to stimulate the retail sector's demand for mobility solutions. By forecasting consumer behavior and patterns, this data is leveraged for digital marketing. As a result, the market for tag management systems is expanding due to the continuously expanding retail and eCommerce sectors.Market Restraining Factors
Lack of strong security measures
Tag management system, including Google Tag Manager, are disabled by various ad blockers because they are code injection tools. It also exposes the website to exploitation, as its ability to embed code could give hackers access to the site. By inserting a few lines of seemingly innocent code, a hacker who gains access to the GTM account might cause havoc behind the scenes. This code is typically unnoticed because it does not affect the appearance or functionality of the website/application. As a result of these security vulnerabilities, it will be unable to deliver high-quality data to the teams that require it, and resolving these issues is time-consuming and costly. These vulnerabilities in the security of tag management systems may impede market expansion.Organization Size Outlook
On the basis of organization size, the market is classified into small & medium enterprises and large enterprises. In 2022, the large enterprises segment dominated the market with maximum revenue share. These companies are investigating innovative methods for improving their processes. They progressively utilize tag management to provide various services and swiftly respond to consumer inquiries. Additionally, tag management software enables enormous enterprises to improve productivity and efficiency, enhance profitability, and make decisions based on real-time data. With the aid of a tag management system, a significant amount of data is crucial for influential organizations to understand and alter client behaviors. It allow organizations to analyze information and make smart decisions rapidly.
Component Outlook
By component, the system market is segmented into tools and service. The services segment covered a considerable revenue share in the market in 2022. This market segment is expanding because this tag management system ensures effective monitoring of user activity on websites and maintains business owner-customer relationships that add value to service benefits. Adopting these services expedites the launch of new businesses, optimizes the value of existing marketing resources, and reduces marketing and delivery costs, all contributing to the market's continued expansion.Deployment Type Outlook
Based on deployment mode, the market is fragmented into on-premise and cloud. The cloud segment acquired a substantial revenue share in the market in 2022. A service offer hosts an application, and remote usage of the application and its features is made available via the cloud-based deployment of a tag management system. Due to its lack of capital expenses and low maintenance requirements, medium-sized financial organizations may choose cloud-based tag management software. Implementing cloud-based tag management software is primarily motivated by large and medium-sized businesses' rising adoption of cloud-based customer analytics.Vertical Outlook
By vertical, the market is divided into healthcare, retail & ecommerce, BFSI, IT & telecom, media & entertainment, manufacturing, and others. In 2022, the IT and telecom segment registered the maximum revenue share in the market. The telecommunications and IT companies utilize TMS solutions to manage tags to track website analytics, consumer journeys, conversion rates, and digital marketing campaigns. TMS platforms assist these businesses in gathering and analyzing data to optimize lead generation processes, target particular market segments, and enhance customer experiences.Regional Outlook
Region-wise, the market is analysed across North America, Europe, Asia Pacific, and LAMEA. In 2022, the North America region led the market by generating the highest revenue share. TMS solutions have been widely used due to the region's lead in digital marketing and technology adoption. The North American region leads the market because it is already a technologically advanced region with a significant penetration of web-based applications, which are utilized for various functions like online banking, shopping, and education.The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Adobe, Inc., Tealium, Inc., Google LLC (Alphabet, Inc.), Adform, Oracle Corporation, IBM Corporation, Piwik PRO SA, CHEQ AI Technologies Ltd. (Ensighten, Inc.), Commanders Act, and Coveo Solutions, Inc.
Strategies Deployed in the Market
Partnerships, Collaborations and Agreements:
- Aug-2023: Tealium came into an agreement with Amazon Web Services, a subsidiary of Amazon that provides on-demand cloud computing platforms. Through this agreement, both companies aim to boost the adoption of customer data solutions across the Brazilian market. moreover, Telium aims to advance opportunities for enterprises to open the power of customer data and propel enhanced customer experiences in this dynamic market.
- Jun-2023: IBM Corporation partnered with Adobe, Inc., an American multinational computer software company. This partnership aims to help brands boost their content supply chains through the implementation of next-generation AI consisting of Adobe Sensei GenAI services and Adobe Firefly to help clients find the miscellaneous generative AI landscape, bringing together innovation, technology, and design to digitally re-invent customer interactions.
- May-2023: Google Cloud partnered with SAP SE, a global IT company. This partnership aims to complete an open data offering developed to simplify data landscapes and unlock the power of business data. Moreover, both company's data released completely new opportunities for businesses to derive higher value from their full data footprints.
- Mar-2023: Adobe collaborated with Accenture, an Irish American professional services company. This collaboration aims to develop the latest services based on Adobe's combined Content Supply Chain technologies to help marketers more effectively build and provide content that offers tailored customer experience at scale.
- Nov-2022: Tealium collaborated with Deloitte, a global professional services firm. This collaboration aims to unlock the consent-based data opportunity for brands to help enterprises create sustainable competitive advantage in a privacy-first era. Moreover, the white paper outlines the market implications of disruptive data privacy regulations, and the corresponding commercial chances latest or amended regulations built for brands.
Product Launches and Product Expansions:
- Mar-2023: Adobe announced the launch of Adobe Firefly, a group of creative generative AI models. The product Adobe Firefly would bring highly precise, power, speed, and ease directly into Creative Cloud, Document Cloud, Experience Cloud, and Adobe Express workflows where content is developed and built.
- Feb-2023: Commanders Act rolled out the Marketing Cookieless Platform, which gives brands higher control over the collection, processing, and sharing of customer data and consent signals. The company launched the Marketing Cookieless Platform to address various challenges, moreover, Commanders Act designed a new integrated, API-based platform that offers centralized management of the entire data lifecycle, from collection to activation.
- Jan-2023: Tealium released iQ Events, a no-code feature that allows users to better collect and utilize zero and first-party data. The iQ Events is part of the Tealium iQ Tag Management solution, iQ Events functions without needing hundreds of lines of code and is both marketer and developer.
- Dec-2022: Piwik PRO announced the launch of a new version of the Customer Data Platform (CDP). The launched version of the module would offer advanced behavioural audiences, easier data imports, and more choices for activating data.
- Apr-2022: Oracle Cloud Infrastructure rolled out Oracle Standard Tags, a set of tag namespaces that governance administrators would be able to in their tenancy at the click of a button. The product provides a best-practice approach to managing cloud resources through a set of standard tags. Moreover, this enables customers to categorize resources to manage costs, enhance security and availability, and enhance the overall cloud service experience.
- Feb-2022: IBM introduced Let's create an integrated global platform. The platform - ‘Let's create' is an invitation for our clients and partners to create together with IBM through its hybrid cloud and artificial intelligence (AI) technology, and its consulting specialization.
- Jan-2022: Piwik PRO introduced the Piwik PRO Core plan, a completely free platform for both analytics professionals and novices. The product helps enterprises and marketing professionals analyze user journeys as well as remain compliant with data privacy laws.
- Oct-2020: Piwik PRO released version 15 of its Analytics Suite. The Piwik PRO Analytics Suite 15 consists of various enhancements and upgraded features including the tracker debugger, public API and UI in the Tag Manager, and an audit log in the platform. Additionally, with this product, it would be easier to make changes to tags, variables, and triggers and see the changes made.
Acquisitions and Mergers:
- Sep-2022: Google LLC took over Mandiant, a company offering dynamic cyber defense, threat intelligence, and incident response services. This acquisition aims to help organizations enhance their threat, incident, and exposure management. Additionally, integrating Google Cloud’s existing security offerings with Mandiant’s leading cyber threat intelligence would enable Google to deliver a security operations portfolio to help enterprises globally stay protected at each stage of the security lifecycle.
Scope of the Study
By Component
- Tools
- Services
By Organization Size
- Large Enterprises
- Small & Medium Enterprises
By Deployment Type
- On-premise
- Cloud
By Vertical
- IT & Telecom
- Media & Entertainment
- Healthcare
- BFSI
- Manufacturing
- Retail & Ecommerce
- Others
By Geography
- North America
- US
- Canada
- Mexico
- Rest of North America
- Europe
- Germany
- UK
- France
- Russia
- Spain
- Italy
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- South Korea
- Singapore
- Malaysia
- Rest of Asia Pacific
- LAMEA
- Brazil
- Argentina
- UAE
- Saudi Arabia
- South Africa
- Nigeria
- Rest of LAMEA
Key Market Players
List of Companies Profiled in the Report:
- Adobe, Inc.
- Tealium, Inc.
- Google LLC (Alphabet, Inc.)
- Adform
- Oracle Corporation
- IBM Corporation
- Piwik PRO SA
- CHEQ AI Technologies Ltd. (Ensighten, Inc.)
- Commanders Act
- Coveo Solutions, Inc.
Unique Offerings
- Exhaustive coverage
- The highest number of Market tables and figures
- Subscription-based model available
- Guaranteed best price
- Assured post sales research support with 10% customization free
Table of Contents
Chapter 1. Market Scope & Methodology
Chapter 2. Market at a Glance
Chapter 3. Market Overview
Chapter 4. Competition Analysis - Global
Chapter 5. Global Tag Management System Market by Component
Chapter 6. Global Tag Management System Market by Organization Size
Chapter 7. Global Tag Management System Market by Deployment Type
Chapter 8. Global Tag Management System Market by Vertical
Chapter 9. Global Tag Management System Market by Region
Chapter 10. Company Profiles
Companies Mentioned
- Adobe, Inc.
- Tealium, Inc.
- Google LLC (Alphabet, Inc.)
- Adform
- Oracle Corporation
- IBM Corporation
- Piwik PRO SA
- CHEQ AI Technologies Ltd. (Ensighten, Inc.)
- Commanders Act
- Coveo Solutions, Inc.
Methodology
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