Abstract
This research article investigates the pivotal role of Machine Learning (ML) in the rapidly evolving realm of digital marketing, with a focus on predicting consumer behavior trends. It evaluates various ML algorithms, assessing their effectiveness in deciphering complex consumer patterns amidst the growth of big data and advanced analytics. The study highlights the transformative impact of ML in enhancing marketing strategies through in-depth insights into consumer behavior, emphasizing the need for algorithm selection based on specific marketing objectives. It also addresses ethical considerations in ML application, including consumer data protection and algorithmic biases. Acknowledging the dynamic nature of the field, the research suggests further exploration into emerging technologies and longitudinal studies. This comprehensive study bridges the theoretical and practical aspects of ML in digital marketing, offering significant insights for future innovations and ethical practices in this dynamic domain.