Technology plays a crucial role in personalizing digital marketing strategies by enabling businesses to analyze consumer behavior and preferences through data collection and analytics. Tools like CRM systems and machine learning algorithms help marketers segment audiences based on demographics, browsing habits, and purchasing history. This segmentation allows for targeted campaigns that resonate with individual consumers, thereby enhancing engagement. Furthermore, technologies such as AI and automation can optimize marketing efforts by delivering tailored content and recommendations in real-time, improving customer experience and driving loyalty.