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タグ管理システムの世界市場規模:展開タイプ別、用途別、エンドユーザー別、地域範囲別および予測

Global Tag Management System Market Size By Deployment Type, By Application, By End-User (BFSI, Retail & E-Commerce, Healthcare, Manufacturing), By Geographic Scope And Forecast


出版日
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英文 202 Pages
納期
2~3営業日
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価格表記: USDを日本円(税抜)に換算
本日の銀行送金レート: 1USD=146.82円
タグ管理システムの世界市場規模:展開タイプ別、用途別、エンドユーザー別、地域範囲別および予測
出版日: 2024年09月07日
発行: Verified Market Research
ページ情報: 英文 202 Pages
納期: 2~3営業日
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概要

タグ管理システムの市場規模と予測

タグ管理システムの市場規模は、2024年に16億2,000万米ドルと評価され、2024年から2031年にかけて14.10%のCAGRで成長し、2031年には46億5,000万米ドルに達すると予測されています。

タグ管理システム (TMS) は、Web サイトで使用されるタグのオーガナイザーとして機能します。タグはウェブサイトに含まれるコードの一部で、データを収集し、分析やマーケティングのためにさまざまなプログラムに送信します。TMSは、ウェブサイトのコードを手作業で変更することなく、これらのタグをすべて管理、更新、配布できる中心的なハブだと考えてください。

TMSは、ウェブサイトやモバイルアプリケーションのタグを効率的に管理し、展開するデジタルマーケティングとアナリティクスのためのプラットフォームです。タグは、クリック、ページ訪問、フォーム送信などのユーザーイベントを記録するコードの断片です。TMSは、ウェブサイトのコードを手動で変更することなく、タグの追加、修正、削除を容易にします。この機能は、開発者による変更に頼ることなく、複数のプラットフォームでユーザーの行動を確実に追跡・評価する必要のあるマーケティング担当者やアナリストにとって非常に重要です。

このプラットフォームは、企業や組織がウェブサイトやモバイルアプリ上でさまざまなタグやコードのスニペットを管理・展開できるようにするものです。タグはJavaScriptコードの一部で、ユーザー行動の追跡、マーケティングタグ(Google AnalyticsやFacebook Pixelなど)の適用、サードパーティ・サービスとの相互作用など、さまざまな目的を果たします。TMSは、ウェブサイトのコアコードを継続的に編集する必要性を排除することで、これらのタグの管理を簡素化します。

タグ管理システムの市場力学

世界のタグ管理システム市場を形成している主な市場力学は以下の通り:

主な市場促進要因:

マーケティング業務の効率性と敏捷性:タグ管理システムは、デジタル資産全体へのタグの展開と管理を合理化することで、マーケティング業務の効率性と敏捷性を向上させます。タグは、ユーザーの行動を追跡し、分析を提供し、広告リターゲティングやカスタマイズなどのマーケティング・ツールを支援するコードの断片です。TMSがなければ、マーケティング担当者は手作業で各タグを更新しなければならず、時間がかかり、ミスが発生しやすいです。

データの正確性と信頼性の向上:デジタルマーケティングにおいてデータの完全性は不可欠です。TMSは、すべてのデジタルプラットフォームでタグが適切かつ一貫して使用されていることを保証します。この一貫性により、分析やレポーティングに影響を与える可能性のあるタグの重複、誤配置、有効期限切れなどの可能性を排除し、データの正確性を高めます。正確なデータにより、マーケティング担当者は検証可能な洞察に基づいて情報に基づいた意思決定を行うことができ、より効果的なキャンペーンと高いROIを実現できます。

コンプライアンスとプライバシー規制のサポート:GDPRやCCPAなどの個人情報保護に関する法律や規制は、企業に対して責任を持ってユーザーデータを管理することを義務付けています。TMS は、指定された条件 (ユーザーの同意など) でどのタグが実行されるかについて正確な制御を可能にすることで、コンプライアンスの実施を支援します。 この機能により、企業は確実にプライバシー・ポリシーを遵守し、ユーザー・データの悪用による罰金を回避することができます。

主な課題

実装の複雑さ: TMS を Web サイト、モバイル アプリ、マーケティング ツールなどの多数のプラットフォームと組み合わせます。各プラットフォームには独自の要件やセットアップがあり、初期設定が難しくなる可能性があります。すべてのタグが正確に統合され、さまざまな設定(デスクトップブラウザ、モバイルデバイスなど)で効果的に機能するようにするには、厳密な計画とテストが必要です。

タグのガバナンスとコントロール:トラッキングとアナリティクスに使用されるタグの数が増えるにつれ、ガバナンスとコントロールを維持することが難しくなります。十分な監視が行われないと、タグが古くなったり、冗長になったり、誤った設定になったりする可能性があり、その結果、不正確なデータ収集が行われたり、データ侵害が発生したりすることさえあります。さらに、組織内のさまざまなチームがタグの実装について競合するニーズを持つ可能性があり、その結果、矛盾や非効率が生じます。

パフォーマンスへの影響:タグは多くの場合、ウェブページやモバイルアプリで非同期に読み込まれますが、タグの最適化が不十分な場合、パフォーマンスに影響を与える可能性があります。ページの読み込み時間が遅くなり、ユーザーエクスペリエンスとSEOランキングの両方に影響を与える可能性があります。さらに、サードパーティのスクリプトに依存するタグは、依存関係や脆弱性を追加する可能性があり、セキュリティ侵害やデータ漏えいの可能性を高めます。

主要動向:

CDPやDMPとの統合:タグマネジメントシステム(TMS)は、カスタマーデータプラットフォーム(CDP)やデータマネジメントプラットフォームなど、他のデータマネジメントテクノロジーとの統合が進んでいます。この統合により、さまざまなプラットフォームやチャネルにおいて、より効率的なデータ収集、管理、利用が可能になります。

プライバシーとコンプライアンス機能の強化:GDPRやCCPAのようなデータプライバシーや法規制に対する懸念が高まる中、タグマネジメントシステムは高度なプライバシーおよびコンプライアンス機能を重視しています。最新のTMSプラットフォームには、同意管理機能、データガバナンス管理機能、より優れたセキュリティメカニズムが搭載されており、世界のデータ保護規制へのコンプライアンスを保証します。

リアルタイムの分析と洞察タグ管理システムのもう一つの注目すべき動向は、リアルタイムの分析と実用的な洞察の重視です。先進的なTMSテクノロジーはリアルタイムのデータ処理機能を提供し、マーケティング担当者は即座にデータにアクセスして評価することができます。この機能は意思決定を迅速化し、リアルタイムの洞察に基づくダイナミックなタグマネジメントの調整を可能にし、機動的なマーケティングキャンペーンをサポートします。

目次

第1章 イントロダクション

  • 市場の定義
  • 市場セグメンテーション
  • 調査手法

第2章 エグゼクティブサマリー

  • 主な調査結果
  • 市場概要
  • 市場ハイライト

第3章 市場概要

  • 市場規模と成長の可能性
  • 市場動向
  • 市場促進要因
  • 市場抑制要因
  • 市場機会
  • ポーターのファイブフォース分析

第4章 タグ管理システム市場:展開タイプ別

  • クラウドベース
  • オンプレミス

第5章 タグ管理システム市場:用途別

  • キャンペーン管理
  • コンテンツ管理
  • コンプライアンス管理
  • ユーザーエクスペリエンス管理
  • その他の用途

第6章 タグ管理システム市場:エンドユーザー別

  • BFSI(銀行、金融サービス、保険)
  • 小売、eコマース
  • ヘルスケア
  • 製造業
  • その他産業

第7章 地域分析

  • 北米
  • 米国
  • カナダ
  • メキシコ
  • 欧州
  • 英国
  • ドイツ
  • フランス
  • イタリア
  • アジア太平洋
  • 中国
  • 日本
  • インド
  • オーストラリア
  • ラテンアメリカ
  • ブラジル
  • アルゼンチン
  • チリ
  • 中東・アフリカ
  • 南アフリカ
  • サウジアラビア
  • アラブ首長国連邦

第8章 市場力学

  • 市場促進要因
  • 市場抑制要因
  • 市場機会
  • COVID-19の市場への影響

第9章 競合情勢

  • 主要企業
  • 市場シェア分析

第10章 企業プロファイル

  • Google(Google Tag Manager)
  • Adobe(Experience Cloud)
  • Tealium
  • Ensighten
  • Qubit Digital
  • Signal Group
  • IBM Watson Marketing Platform
  • Commanders Act
  • Adform
  • AT Internet
  • Datalicious
  • Matomo
  • Mezzobit
  • Relay 42
  • Segment
  • Sizmek
  • Piwik Pro
  • Innocraft

第11章 市場の展望と機会

  • 新興技術
  • 今後の市場動向
  • 投資機会

第12章 付録

  • 略語リスト
  • 出典と参考文献
目次
Product Code: 26815

Tag Management System Market Size And Forecast

Tag Management System Market size was valued at USD 1.62 Billion in 2024 and is projected to reach USD 4.65 Billion by 2031, growing at a CAGR of 14.10% from 2024 to 2031.

A Tag Management System (TMS) functions as an organizer for the tags used on a website. Tags are pieces of code included in web sites that collect data and send it to various programs for analysis or marketing. Consider a TMS to be a central hub from which you can manage, update, and distribute all of these tags without having to manually modify your website's code.

It is a platform for digital marketing and analytics that efficiently manages and deploys tags on websites or mobile applications. Tags are pieces of code that record user events like clicks, page visits, and form submissions. TMS makes it easier to add, amend, or remove these tags without having to manually change the website's code. This functionality is critical for marketers and analysts who need to reliably track and evaluate user behavior across several platforms without relying on developers to make changes.

It is a platform that allows businesses and organizations to manage and deploy different tags or snippets of code on their websites or mobile apps. Tags are pieces of JavaScript code that serve a variety of purposes including tracking user behavior, applying marketing tags (such as Google Analytics or Facebook Pixel), and interacting with third-party services. TMS simplifies the management of these tags by eliminating the need to continuously edit the website's core code.

Tag Management System Market Dynamics

The key market dynamics that are shaping the global tag management system market include:

Key Market Drivers:

Efficiency and Agility in Marketing Operations: Tag management systems improve the efficiency and agility of marketing operations by streamlining the deployment and management of tags across digital assets. Tags are pieces of code that track user behavior, provide analytics, and help with marketing tools like ad retargeting and customisation. Without a TMS, marketers would have to manually update each tag which is time consuming and error-prone.

Enhanced Data Accuracy and Reliability: Data integrity is essential in digital marketing. TMS guarantees that tags are used appropriately and consistently throughout all digital platforms. This consistency increases data accuracy by limiting the possibility of tag duplication, misplacement, or expiration which can influence analytics and reporting. With precise data, marketers can make informed decisions based on verifiable insights resulting in more effective campaigns and a higher ROI.

Support for Compliance and Privacy Regulations: Privacy laws and regulations such as GDPR and CCPA mandate that enterprises manage user data responsibly. TMS aids compliance enforcement by allowing for precise control over which tags fire under specified conditions (for example, user consent). This capability ensures that enterprises follow privacy policies and avoid fines for abusing user data.

Key Challenges:

Implementation Complexity: Combining a TMS with numerous platforms such as websites, mobile apps, and marketing tools. Each platform may have unique requirements and setups making the initial setup hard. Ensuring that all tags are accurately integrated and work effectively across various settings (such as desktop browsers, mobile devices, and so on) necessitates rigorous planning and testing.

Tag Governance and Control: As the number of tags used for tracking and analytics expands, maintaining governance and control becomes more difficult. Without sufficient oversight, tags may become obsolete, redundant, or misconfigured resulting in inaccurate data collecting or even data breaches. Furthermore, different teams within an organization may have competing needs for tag implementation resulting in inconsistency and inefficiency.

Performance Impact: Although tags are often loaded asynchronously on web pages or mobile apps, poorly optimized tags can have an impact on performance. This might cause slower page load times, affecting both user experience and SEO rankings. Furthermore, tags that rely on third-party scripts might add dependencies and vulnerabilities raising the possibility of security breaches or data leaks.

Key Trends:

Integration with CDPs and DMPs: Tag Management Systems (TMS) are becoming more integrated with other data management technologies such as Customer Data Platforms (CDPs) and Data Management Platforms. This integration enables more efficient data gathering, management, and usage across various platforms and channels.

Enhanced Privacy and Compliance Capabilities: With growing worries about data privacy and legislation like as GDPR and CCPA, Tag management systems are emphasizing sophisticated privacy and compliance capabilities. Modern TMS platforms include consent management capabilities, data governance controls, and better security mechanisms to ensure compliance with worldwide data protection regulations.

Real-time Analytics and Insights: Another notable trend in tag management systems is an emphasis on real-time analytics and actionable insights. Advanced TMS technologies offer real-time data processing capabilities allowing marketers to access and evaluate data immediately. This functionality speeds up decision-making enables dynamic tag management adjustments based on real-time insights, and supports agile marketing campaigns.

Global Tag Management System Market Regional Analysis

Here is a more detailed regional analysis of the global tag management system market:

North America:

North America is expected to dominate the global tag management system market with a compound annual growth rate (CAGR) over the forecast period. This rise is primarily due to widespread acceptance in key markets like as the United States and Canada. Companies across North America are increasingly implementing tag management systems to stay up with the continually changing business environment. These technologies assist firms in improving their performance management skills satisfying stakeholders growing expectations for more efficient data handling and operational agility.

Tag management solutions are in high demand in the United States and Canada due to the need to streamline digital operations and boost marketing effectiveness. As businesses face more challenges in managing digital assets and customer data, tag management systems provide solutions that simplify tag deployment, maximize data collecting, and maintain regulatory compliance. This strategic adoption helps businesses to benefit from real-time analytics, improve consumer interaction methods, and maximize returns on digital investments. Overall, the tag management system market's strong rise in North America highlights its critical role in fostering corporate innovation and operational excellence in today's competitive scenario.

Asia Pacific:

Asia-Pacific is expected to become a substantial tag management systems (TMS) market with a compound annual growth rate. The growing adoption of modern technology throughout the region's industries is driving this expansion. Organizations in IT & telecom, healthcare, tourism, and retail are increasingly using TMS to streamline their digital processes. This adoption is driven by the requirement for effective administration of digital tags and data collecting processes which allows businesses to improve consumer engagement and operational efficiencies.

Asia-Pacific's developing potential are driven by its dynamic economic landscape and increasing company digitization. As businesses look to improve their online presence and consumer interactions, the demand for sophisticated tag management solutions grows. This trend is being fueled by advances in technology infrastructure and a growing awareness among businesses about the benefits of data-driven marketing methods.

Overall, Asia-Pacific presents an opportunity for TMS suppliers to capitalize on the region's increasing market potential and meet different industry needs through creative tag management solutions tailored to local market characteristics.

Global Tag Management System Market: Segmentation Analysis

The Global Tag Management System Market is segmented based on Deployment Type, Application, End-User and Geography.

Tag Management System Market, By Deployment Type

  • Cloud-based
  • On-premises

Based on Deployment Type, the Global Tag Management System Market is bifurcated Cloud-based and On-premises. In the tag management system (TMS) market, cloud-based deployments are increasingly dominant. This dominance stems from several key advantages that cater to modern business needs. Cloud-based TMS offers scalability allowing organizations to easily expand or reduce their usage based on demand without significant upfront investment. The ease of use and accessibility from anywhere with an internet connection enhance operational flexibility and efficiency. Moreover, cloud solutions typically involve lower maintenance costs and faster implementation compared to on-premises alternatives.

Tag Management System Market, By Application

  • Campaign Management
  • Content Management
  • Compliance Management
  • User Experience Management
  • Others

Based on Application, the Global Tag Management System Market is bifurcated into Campaign Management, Content Management, Compliance Management, User Experience Management, and Others. Among the applications listed, Campaign management stands out as a dominant category in the tag management system (TMS) market. Campaign Management involves the orchestration and optimization of digital marketing campaigns across various channels including websites, social media, and email. TMS platforms streamline the deployment and management of campaign-specific tags and scripts ensuring accurate tracking of campaign performance metrics like conversions, clicks, and engagement rates in real-time. This capability enables marketers to quickly adjust their strategies based on data insights improving campaign effectiveness and ROI.

Tag Management System Market, By End-User

  • BFSI (Banking, Financial Services, and Insurance)
  • Retail & E-Commerce
  • Healthcare
  • Manufacturing
  • Others

Based on End User, the Global Tag Management System Market is bifurcated into BFSI (Banking, Financial Services, and Insurance), Retail & E-Commerce, Healthcare, Manufacturing, and Others. In the realm of tag management systems (TMS), the dominance among end-user industries varies based on specific needs and regulatory environments. Banking, Financial Services, and Insurance (BFSI) often lead due to stringent data privacy regulations like GDPR and PCI DSS necessitating precise tag management for compliance. Retail & E-commerce follows closely driven by the need for dynamic tracking of customer behavior across multiple platforms for personalized marketing and operational efficiency. Healthcare also shows significant adoption driven by compliance with HIPAA and managing complex data integrations across patient care platforms.

Tag Management System Market, By Geography

  • North America
  • Europe
  • Asia Pacific
  • Rest of the World

Based on Geography, the Global Tag Management System Market is classified into North America, Europe, Asia Pacific, and the Rest of the World. In the global tag management system (TMS) market, North America emerges as dominant for several reasons. North America, particularly the United States houses a large number of tech-savvy enterprises that prioritize digital marketing and analytics solutions where TMS plays a crucial role. The region boasts a robust infrastructure for internet connectivity and cloud services essential for efficient TMS deployment and operation. Thus, North America's dominance in the TMS market is underpinned by its technological readiness, regulatory framework, and market maturity.

Key Players

The "Global Tag Management System Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are Google (Google Tag Manager), Adobe (Experience Cloud), Tealium, Ensighten, Qubit Digital, Signal Group, IBM Watson Marketing Platform, Commanders Act, Adform, AT Internet, Datalicious, Matomo, Mezzobit.

Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with its product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

  • Global Tag Management System Market Recent Developments
  • In March 2022, Google Tag and Mouse Flow collaborated to build Tag Management Software for ecommerce enterprises. This software allows clients to aggregate shopping cart prices into a Mouseflow recording variable to monitor conversion value and potential loss of sales.
  • In April 2023, The Commanders Act joined Google's CMP Partner Program, offering consumers a consent management solution incorporated within the Consent Mode functionality. The Commander's Act's consent management solution has been integrated into Consent Mode and Google Tag Manager through this relationship.
  • Analyst's Take
  • In conclusion, the Tag Management System (TMS) Market is witnessing robust growth driven by the escalating demand for sophisticated digital marketing strategies and the increasing adoption of data-driven decision-making processes across industries. The proliferation of online channels and the growing complexity of marketing ecosystems have underscored the necessity for efficient tag management solutions. Moreover, the emergence of advanced analytics and personalization tools is further propelling market expansion as organizations strive to optimize customer engagement and conversion rates. Looking ahead, as businesses continue to prioritize data-driven marketing initiatives, the TMS market is poised for sustained growth, presenting lucrative opportunities for solution providers to innovate and cater to evolving industry needs.

TABLE OF CONTENTS

1. Introduction

  • Market Definition
  • Market Segmentation
  • Research Methodology

2. Executive Summary

  • Key Findings
  • Market Overview
  • Market Highlights

3. Market Overview

  • Market Size and Growth Potential
  • Market Trends
  • Market Drivers
  • Market Restraints
  • Market Opportunities
  • Porter's Five Forces Analysis

4. Tag Management System Market, By Deployment Type

  • Cloud-based
  • On-premises

5. Tag Management System Market, By Application

  • Campaign Management
  • Content Management
  • Compliance Management
  • User Experience Management
  • Other Applications

6. Tag Management System Market, By End-User

  • BFSI (Banking, Financial Services, and Insurance)
  • Retail & E-Commerce
  • Healthcare
  • Manufacturing
  • Other Industries

7. Regional Analysis

  • North America
  • United States
  • Canada
  • Mexico
  • Europe
  • United Kingdom
  • Germany
  • France
  • Italy
  • Asia-Pacific
  • China
  • Japan
  • India
  • Australia
  • Latin America
  • Brazil
  • Argentina
  • Chile
  • Middle East and Africa
  • South Africa
  • Saudi Arabia
  • UAE

8. Market Dynamics

  • Market Drivers
  • Market Restraints
  • Market Opportunities
  • Impact of COVID-19 on the Market

9. Competitive Landscape

  • Key Players
  • Market Share Analysis

10. Company Profiles

  • Google (Google Tag Manager)
  • Adobe (Experience Cloud)
  • Tealium
  • Ensighten
  • Qubit Digital
  • Signal Group
  • IBM Watson Marketing Platform
  • Commanders Act
  • Adform
  • AT Internet
  • Datalicious
  • Matomo
  • Mezzobit
  • Relay 42
  • Segment
  • Sizmek
  • Piwik Pro
  • Innocraft

11. Market Outlook and Opportunities

  • Emerging Technologies
  • Future Market Trends
  • Investment Opportunities

12. Appendix

  • List of Abbreviations
  • Sources and References