This study examines the integration of technology in marketing strategies and its impact on consumer behavior. As technology continues to evolve rapidly, its integration into marketing practices has become increasingly essential for businesses aiming to stay competitive and relevant in today's digital age. The research explores various technological tools and platforms used in marketing, such as social media, data analytics, and personalized marketing techniques. Key factors influencing consumer perceptions and behaviors in response to these technologies are analyzed, including convenience, personalization, and engagement. Additionally, the study investigates challenges and opportunities associated with technological integration in marketing strategies, highlighting implications for businesses and recommendations for future research. Through a comprehensive review of current literature and empirical findings, this abstract summarizes the critical insights into how technological advancements shape consumer interactions and decision-making processes in the modern marketplace.