The main goal of the article is to reveal the features of the influence of new technologies on the development of digital marketing and their role in increasing the efficiency and profitability of business. In rapidly changing market conditions, companies are forced to adapt their strategies in order to remain competitive. Modern technologies, such as artificial intelligence, data analytics, process automation and the use of artificial intelligence to personalize offers, are becoming the basis of successful marketing campaigns. One of the key aspects is the ability of these technologies to improve the interaction with customers by offering personalized and relevant offers. Automation systems make it possible to significantly increase efficiency and accuracy in decision-making, reducing manual labor costs and increasing productivity. New tools such as chat bots, marketing analytics in real time, as well as the use of Big Data for forecasting client needs and forming marketing strategies are argued. These technologies make it possible to target advertising more precisely, improve the user experience and, as a result, increase conversion and profit. It is proven that the introduction of new technologies in digital marketing opens up new horizons for business to increase its competitiveness and efficiency in the market.