The relationship between consumers and a brand, driven by behavioral marketing, reflects the complex interaction between consumers and brand perception. Behavioral marketing, as a discipline that studies consumer behavior, is a crucial factor in designing communication strategies aimed at the user. Since it analyzes the behavior and emotional state of individuals, it offers entirely new possibilities for communication and ways of creating positive user perceptions. This form of marketing is mostly used to create positive public opinion, not only for the brand itself but also in the political and media spheres. It can be linked to the globalization of the internet, and consequently, the creation of social media and mass media, as behavioral marketing is closely tied to digital marketing. The main goal of the research is to analyze and explore how much and whether the respondents are aware of their susceptibility to infiltrated marketing communication. From the main goal, three secondary objectives arise: (1) to analyze to what extent the effectiveness of a particular communication technique varies with the age of the respondents; (2) to determine how communication structured in accordance with user behavior and emotions is generated; and (3) to establish whether there are more or less effective communication techniques across different platforms in the context of behavioral marketing. The purpose of this paper is to explore the role of behavioral marketing in creating personalized communication with the target audience. The research employs empirical studies in the form of a quantitative survey and a qualitative semi-structured in-depth interview with an expert in the field of behavioral marketing. This paper contributes to scientific research on communication through digital media and a better understanding of the roles of behavioral marketing and various communication tools on the audience's perception of a particular brand.