The CMS software you evaluate should provide integrated capabilities for digital marketing activities, such as:
- Lead management and nurturing
- Marketing automation
- Email marketing
- Mobile marketing through sites and apps
- Responsive communications and interactions
- A/B testing
Comprehensive digital marketing capabilities greatly enhance the ability of your organisation to connect with the right customers through engaging campaigns, content marketing, and interactive communications. For example, e-commerce capabilities combined with online marketing functions often work to improve the customer experience and the completion of purchases by providing services such as an abandoned shopping cart reminder.
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