Once again Google has brought out something that is going to revolutionize the way in which SEM managers are able to work over accounts.
Tag manager allows you to insert a container code which will allow you to dynamically insert code from a web interface thereby avoiding the need to constantly update the code within your website (and minimising the need for developers). Instead all that your developers need to do is insert the Tag Manager container code onto every page of the site and from there you can then dynamically insert code through Tag manager into this container code that will be triggered based off rules. I.e. for Analytics code you will want it on all pages so you setup a rule that inserts it into all pages. But for conversion code you may only want it on a thankyou page which means you would have a rule that only inserts the code on pages that end with /thankyou (as an example).
The potential for this to improve you efficency in making changes to the code on the site is phenomenal and with the ability to insert external code from non-Google services as well there is plenty of scope there for fun!
Anyway I’m going to start playing with Tag Manager, I’m sure I’ll have some updates once I’ve used it in more detail.