This report discusses the impact of technology on consumer behavior in digital marketing strategies. It focuses on the case of SKY and Mercury NZ Limited, two organizations that use digital technology to improve their marketing strategies and achieve profitability in the market. The report also explores the application of technology in marketing strategies and the challenges faced by organizations in fulfilling customer expectations. Additionally, it highlights the changes in consumer behavior due to the use of technology and the importance of digital marketing in achieving profitability.