Media Centre

Why tagging is important for brands

  • On March 5, 2018
  • In blog

Why tagging is important for brands

Online shopping… it’s a whirlwind. But how do those bots know what we’re looking at?!

You may be familiar with the following scenario; you visited an online store, viewed some items, maybe even put some items in your shopping cart before deciding that it wasn’t quite the right time for the purchase and exited the website. Over the next few hours you get reminded of the basket you left behind and may even receive an email with a discount code. This is a blend of tags and cookies in action.


What are tags and cookies?

When cookies first appeared they were hit with some negative associations. “These are malicious spying bots by big corporations to spy on my every computer interaction!”

I’m sorry to disappoint some of you, but the truth is that cookies are in fact, little more than a text file containing a unique user identifier and some site information, perhaps details of your preferred language, user location etc.

Tags are essentially snippets of code which create and save the cookie on your first visit as well as searching your browser for the same cookie on subsequent visits. A cookie simply raises its hand as says “It’s me”, whereas the tags are the websites way of pulling the relevant information from the cookie, identifying the user, tracking the user’s interaction with the website and also telling the website which visual content to show (be it ads or something else).


So, what do they give you?

This powerful combination gives marketers a few extra weapons in their arsenal. The information stored in a cookie can be picked up by tags to serve more targeted messaging on your site to encourage a customer into a certain action. You can also use a re-targeting provider to allow your previously ‘cookied’ visitor to be served the same message but on another website to draw them back to you.

Aside from the activation of content, tags are also essential to measure the effectiveness of a campaign. Tags record click through from emails, display ads, Facebook ads etc, giving the marketer an accurate and effective way to measure a campaign’s performance and optimize accordingly.

It doesn’t stop there either. There are many development-driven decisions that can made from tags. How effective is my checkout procedure? Where are people falling out of the sales funnel and why? Which pages are my customers engaging with/bouncing from? All of this data can be used to optimise the website, and in turn, increase conversions. If you can offer a different website experience based on the customer’s behavioural history captured through tags, then you are already well ahead of the curve!


What Paperplanes can give you…

In all examples above, all messages are served up through tags as display ads, emails etc. Whilst this is a great way to quickly catch people after they have left, these channels are quickly become saturated and more heavily regulated.

Paperplanes use tags to create dynamically re targeted direct mail (we call this Programmatic Direct Mail), i.e we take all of the real time behavioural data from the tags and use it to create a personalised communication sent into the user’s hands.

By using Programmatic Direct Mail, a brand’s message is getting sent through a platform which is almost guaranteed to be opened and read, how many other mediums can say that? 

Want to know more? Get in touch!


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