In the context of digital marketing, "personalization" refers to the practice of tailoring content, advertisements, and marketing messages to individual users based on their behavior, preferences, and demographics. This technique utilizes data analytics and consumer insights to create more relevant and engaging experiences. Personalization can drive higher conversion rates, improve customer satisfaction, and foster loyalty, as customers appreciate receiving information that resonates with their interests. Effective personalization strategies help brands build deeper connections with their audiences and enhance the overall effectiveness of marketing campaigns.