In my pre­vi­ous blog, I promised to give color on Adobe’s vision for tag man­age­ment and explain more about the ratio­nale behind our acqui­si­tion of strate­gic assets in a com­pany for­merly known as Satel­lite. Today we announced dynamic tag man­age­ment, which is now a capa­bil­ity of Adobe Mar­ket­ing Cloud. Dynamic tag man­age­ment has the abil­ity to truly rev­o­lu­tion­ize the way mar­keters tag their web prop­er­ties and deliver per­son­al­ized experiences. Marketing Cloud cus­tomers will be excited to learn that dynamic tag man­age­ment will be pro­vided at no addi­tional cost. We also announced our inten­tions to offer this capa­bil­ity to non-Adobe cus­tomers in the future, also at no charge.

There are sev­eral rea­sons why I am excited about this announcement:

Adobe wants to increase the rate of dig­i­tal mar­ket­ing adoption

One thing we are see­ing more and more reg­u­larly with cus­tomers is that tech­nol­ogy seems to be out­pac­ing the market’s abil­ity to effec­tively imple­ment and adopt that technology. We rec­og­nize that prop­erly tag­ging web prop­er­ties has been one of the pri­mary causes for slow adop­tion and under-utilization of dig­i­tal mar­ket­ing plat­forms and ser­vices. Frankly, it’s been a real headache for mar­keters and IT pros alike. Our goal is sim­ple, help mar­keters dra­mat­i­cally reduce the pain stak­ing process of tag­ging all of their web prop­er­ties and give them more con­trol and flex­i­bil­ity over when, and why tags fire. It also has the added ben­e­fit of reduc­ing the need to lean so heav­ily on IT resources, which not only saves time but also makes life eas­ier for everyone. Our new capa­bil­ity allows deploy­ments of our market-leading solu­tions like Adobe Ana­lyt­ics and Adobe Tar­get to be a much quicker and sim­pler process. This is also true for any other dig­i­tal mar­ket­ing plat­form for that matter. Watching some key cus­tomers imple­ment our solu­tions with sig­nif­i­cantly short­ened imple­men­ta­tion cycles was one of the top moti­va­tors for bring­ing dynamic tag man­age­ment into the Mar­ket­ing Cloud.

Adobe is solv­ing an indus­try prob­lem with an indus­try solution

Adobe under­stands that the chal­lenges of imple­ment­ing dig­i­tal mar­ket­ing solu­tions extend beyond just Adobe. Our cus­tomers and the mar­ket­place as a whole don’t want a silo’ed approach to tag and data dis­tri­b­u­tion man­age­ment but want and need an industry-wide solution. Dynamic tag man­age­ment can solve tag man­age­ment for the indus­try – not just for Adobe’s solutions. This is pos­si­ble as dynamic tag man­age­ment sup­ports all dig­i­tal mar­ket­ing services. Because dynamic tag man­age­ment can improve the imple­men­ta­tion and effec­tive use of any dig­i­tal mar­ket­ing solu­tion, Adobe expects dig­i­tal mar­ket­ing adop­tion as a whole will increase.

It’s much more than just tag management

At Adobe, we like to talk about help­ing cus­tomers man­age the “Last Mil­lisec­ond” — that small moment in time when a brand has to make a deci­sion about what kind of expe­ri­ence to deliver to a con­sumer.  I think of dynamic tag man­age­ment as putting some of the brains of your mar­ket­ing pro­gram directly on the page to man­age con­sumer inter­ac­tions in real-time.  As dynamic tag man­age­ment man­ages the data from these mil­lisec­ond inter­ac­tions, it helps mar­keters take action by rout­ing data, trig­ger­ing events, and many other things includ­ing, of course, fir­ing tags when the right cri­te­ria are met.  This is not sim­ply a con­tainer of tags, it’s mar­ket­ing intel­li­gence that lives on your pages and helps you deliver a bet­ter con­sumer expe­ri­ence.  Ultimately, dynamic tag man­age­ment allows mar­keters to focus on mar­ket­ing and con­sumer expe­ri­ences rather than on tags.

For more infor­ma­tion, please see our press release here.