市場調查報告書
商品編碼
1353539
標籤管理系統的全球市場規模、佔有率和行業趨勢分析報告:2023-2030 年按組件、組織規模、部署類型、行業和地區分類的展望和預測Global Tag Management System Market Size, Share & Industry Trends Analysis Report By Component, By Organization Size, By Deployment Type (On-premise and Cloud), By Vertical, By Regional Outlook and Forecast, 2023 - 2030 |
標籤管理系統市場規模預計到 2030 年將達到 24 億美元,並在預測期內以 12.8% 的年複合成長率年成長率成長。
根據 KBV Cardinal Matrix 發表的分析,Google LLC 是該市場的領導者。 Adobe, Inc.、Oracle Corporation 和 IBM Corporation 等公司是市場上的主要創新者。 2023 年3 月,Adobe 宣布推出AdAdobe Firefly,直接為在Creative Cloud、Document Cloud、Experience Cloud 和AdAdobe Express 中開發和建立內容的工作流程帶來精確、強大、速度和易用性。
市場成長要素
加強數位行銷的需求日益增加
標籤管理系統為詳細的網站分析提供了堅實的基礎,這對於網路行銷至關重要。借助 TMS 支持,數位負責人可以更快、更有效地創建供應商行銷活動,從而加速結果的最佳化。手動管理標籤可能非常困難且成本高昂,並且通常需要 IT 專業知識,尤其是在修改原始程式碼時。員工接受標籤管理訓練後,即可使用標籤管理解決方案,節省IT資源。預計這將推動市場成長。
創新的標籤管理系統和即時行銷應用技術
大多數標籤管理應用程式都提供可由業務和行銷專業人員管理的圖形使用者介面 (GUI)。標籤管理系統工具還可以幫助企業遵守「請勿追蹤」和其他資料收集隱私標準。行動資料消耗以及智慧型手機和平板電腦使用的增加預計將刺激零售業對行動解決方案的需求。這些資料透過預測消費者行為和模式用於數位行銷。因此,由於零售和電子商務部門的不斷擴張,標籤管理系統的市場正在不斷擴大。
市場抑制因素
缺乏強而有力的安全措施
標籤管理系統(包括 Google 標籤管理器)是程式碼注入工具,會被各種廣告攔截器停用。您的網站還可以透過允許駭客透過嵌入程式碼來存取您的網站而被利用。透過插入幾行看似無害的程式碼,有權存取您的 GTM 帳戶的駭客可以在幕後造成嚴重破壞。此程式碼通常不會被注意到,因為它不會影響網站/應用程式的外觀或功能。這些安全漏洞導致所需的團隊無法獲得高品質的資料,並且解決這些問題既耗時又昂貴。標籤管理系統的這些安全漏洞可能會阻礙市場的擴張。
組件展望
依組件分類,系統市場分為工具與服務。到 2022 年,服務部門將在市場中佔據重要的收入佔有率。該細分市場正在不斷成長,因為該標籤管理系統可以有效地監控網站上的用戶活動並維護企業主與客戶的關係,從而增加服務利潤的價值。採用這些服務可以加速新業務的推出,最佳化現有行銷資源的價值,並降低行銷和運輸成本,為持續的市場擴張做出貢獻。我是。
組織規模視角
根據組織規模,市場分為中小企業和大型企業。 2022年,大型企業細分市場以最大的收入佔有率主導市場。這些公司正在研究改進流程的創新方法。這些公司擴大使用標籤管理來提供各種服務並快速回應消費者的聯絡方式。此外,標籤管理軟體使大型企業能夠提高生產力和效率、增加獲利能力並根據即時資料做出決策。大量資料對於有影響力的組織在標籤管理系統的幫助下理解和改變客戶行為至關重要。這使組織能夠分析資訊並快速做出明智的決策。
部署類型展望
根據部署型態,市場分為本地和雲端。在 2022 年的市場中,雲端細分市場將獲得可觀的收入佔有率。該服務提供託管應用程式和應用程式的遠端使用,其功能是透過雲端基礎的標籤管理系統部署來啟用的。中型金融機構可能會選擇雲端基礎的標籤管理軟體,因為其資本成本低且維護要求低。實施雲端基礎的標籤管理軟體的主要動機是大中型企業擴大採用雲端基礎的客戶分析。
產業展望
按行業分類,可分為醫療保健、零售/電子商務、BFSI、IT/通訊、媒體/娛樂、製造等。 2022年,IT和通訊領域的市場銷售佔有率最大。 IT 和通訊公司依靠 TMS 解決方案來管理標籤,以追蹤網站分析、消費者旅程、轉換率和數數位行銷活動。 TMS 平台可協助這些公司最佳化潛在客戶生成流程、瞄準特定細分市場以及收集和分析資料以增強客戶體驗。
區域展望
從區域來看,我們對北美、歐洲、亞太地區和拉丁美洲地區的市場進行了分析。 2022年,北美地區以最高的收入佔有率引領市場。該地區在數位行銷和技術採用方面處於領先地位,因此 TMS 解決方案得到了廣泛應用。北美正在引領市場,因為它已經是一個技術先進的地區,用於線上銀行、購物和教育等各種功能的基於網路的應用程式的滲透率很高。
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 1/5th share 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.
Based on the Analysis presented in the KBV 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.
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.
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 allows organizations to analyze information and make smart decisions rapidly.
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.
Recent Strategies Deployed in Tag Management System 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.
Acquisition 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.
Market Segments covered in the Report:
By Component
By Organization Size
By Deployment Type
By Vertical
By Geography
Companies Profiled
Unique Offerings from KBV Research