CRM, or Customer Relationship Management, enhances customer engagement in digital marketing by providing a centralized platform to manage interactions with current and potential customers. It allows businesses to collect and analyze customer data, such as purchase history, preferences, and behavior, enabling targeted and personalized marketing campaigns. By understanding customer needs and interests, businesses can tailor their messaging and offerings, leading to more meaningful interactions and higher engagement.

CRM systems also facilitate omni-channel marketing, where businesses can interact with customers across various platforms, including email, social media, and websites, ensuring a consistent and seamless experience. This level of engagement helps build customer loyalty and trust, leading to increased retention and repeat business.

In the context of a digital marketing certification course, understanding CRM's role in enhancing customer engagement is crucial. It highlights the importance of leveraging technology to create personalized and effective marketing strategies, a key concept in modern digital marketing practices.

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