THE IMPACT OF PERSONALIZATION IN DIGITAL MARKETING ON CUSTOMER LOYALTY

In the digital marketing environment, personalization has become one of the key factors in creating competitive advantages for companies. Modern consumers increasingly expect marketing messages tailored to their individual needs, preferences, and behavior. This article examines the concept of personalization in digital marketing, its implementation mechanisms, and its impact on customer loyalty. Based on industry examples from retail, e-commerce, and service sectors, the study analyzes the effectiveness of personalized marketing strategies. The findings indicate that data-driven personalization plays a crucial role in strengthening long-term customer relationships.