. The article explores the role of digital technologies in modern marketing. Special attention is paid to their impact on consumer behavior and the effectiveness of marketing strategies. The purpose of the work is to analyze how digital tools are changing approaches to marketing and how this affects the actions of customers. Innovative approaches and trends in the development of digital marketing, the use of Internet marketing, mobile applications and social media to promote goods and services are analyzed, as well as possible risks and challenges associated with its use. The scientific novelty lies in the creation of a classification of digital marketing tools, the development of an integrative model for predicting consumer reactions that takes into account generational characteristics and digital profile, as well as in identifying the differentiated effects of technology on consumer behavior. The research methodology includes the analysis of academic publications, industry reports and cases on digital marketing, as well as methods of comparative and systematic analysis of consumer behavior. The practical significance of the work lies in the application of its results to optimize digital marketing strategies, increase the efficiency of investments in digital tools, develop personalized communication scenarios and minimize the risks of introducing innovative technologies.