Abstract
This study investigates the impact of personalization strategies on consumer engagement and conversion rates in digital marketing. By employing a mixed-methods approach, including surveys and interviews, the research explores how personalized content influences consumer behavior and decision-making processes. The findings highlight the effectiveness of personalization in enhancing consumer engagement, with a significant correlation observed between personalized marketing techniques and increased conversion rates. The study also examines the challenges and ethical considerations surrounding data privacy in personalization. These insights provide valuable implications for digital marketers and businesses, emphasizing the need for balancing personalization with consumer privacy. The research contributes to the growing body of knowledge in digital marketing, offering practical strategies for effective consumer engagement and conversion optimization.