International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Effect of Personalization Techniques on Digital Marketing Conversion Rates and Customer Engagement

Author(s) Dr. Vaishali Gupta, Dr. Swati Raj, Ms. Ruchika Vats
Country India
Abstract The digital era has brought about a significant transformation in marketing, with
personalization becoming a key element of modern marketing strategies. This research paper
explores the evolving realm of personalized marketing and its significant effects on consumer
engagement and purchasing behaviour in today's digital landscape. Personalization, a vital
component of digital marketing, customizes content, product suggestions, and advertisements
for individual consumers, fostering a more intimate and tailored experience. Understanding the
impact of these personalized approaches on consumer engagement and, in turn, on purchasing
decisions is essential. Our research highlights the importance of ethical considerations,
especially regarding data privacy and security. Concerns about privacy and data breaches have
raised challenges for personalized marketing, requiring a careful balance between
customization and consumer privacy. This study adds to the expanding knowledge base in
digital marketing, providing insights into the practical implications of personalized marketing
strategies. By addressing both the advantages and ethical dilemmas, we offer valuable guidance
for businesses and marketers operating in the digital landscape. We advocate for responsible
data practices, transparency, and consumer consent as essential principles of personalized
marketing today. As the digital environment continues to change, understanding the intricacies
of personalized marketing is crucial for effectively engaging consumers and influencing their
purchasing decisions.
Keywords Marketing, Digital age, Personalization, Data.
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-09
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.47457
Short DOI https://doi.org/g9pz2m
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