Google Tag Manager was released about a year ago, and recent updates have made it a much more valuable addition to a digital marketer's toolkit, and here's why.
The revolution is in making this capability accessible. This is a classic "empower the front line" move by Google that turns everyone into a programmer, without having to be able to write code. It has been said that good programmers write great code, but great programmers write code that writes great code, and Google Tag Manager is just this, an application that writes great code.
In terms of Google's competitive position, GTM is very strategic because it will help to ensure the quality of data for Google customers, and it will also reduce the complexity, time, and cost barriers to deploying measurement capability across an organization's digital assets.
Google Analytics Premium and Adobe Marketing Cloud are going toe-to-toe in developing marketing and analytics technology, and now both have a tag management system (TMS) – shortly after the release of GTM, Adobe acquired Satellite TMS. Obviously both companies see that "ease of deployment and maintenance" of their digital measurement systems as important to their customers. Also, for the large enterprise, GTM will be covered under the Google Analytics Premium service level agreement (SLA), so very predictable technical performance levels for GTM can be expected for these customers.
In summary, congratulations to Google on this very elegant application, and thanks for making it free! This heats up the competition in the digital marketing space, and paves the way for organizations to innovate and streamline their operations around the new GTM paradigm.
Fast and light deployments of digital measurement code will help organizations remain "agile" (or become agile), and the ability to pivot quickly and begin measuring new audience behaviors and interactions with the organization's digital assets is a competitive advantage... Know Thy Customer!