Digital marketing shapes consumer behaviours in today’s competitive retail landscape. This review paper draws on the literature to explore the theoretical foundations of digital marketing strategies, with a focus on their application to consumer decision-making within Solomon’s consumer behaviour model. Key elements such as personalisation, trust-building, and sociocultural influences are discussed to highlight their impact on consumer engagement and brand loyalty. Practical tools, including SEO, content marketing, and social media campaigns, are examined to provide actionable insights for businesses. A case study on Sainsbury's digital marketing strategies underscores the practical implications of these concepts and offers discussion points for real-world application.