In the new world order where digitalization is the focal point, the way for brands to gain a sustainable competitive advantage is to adapt to new technologies and even make technological breakthroughs. Considering that consumer demands and needs are shaped by this new world order, it is seen that the need for businesses to understand new technologies and be pioneers increases. Digital technologies developed thanks to the internet, information technologies and industry 4.0 have made great progress in the last 20 years. Despite this, it continues to be a subject of research by businesses and marketing academics as an area that still needs understanding and new information. In this section of the book about marketing in the digital world, the use of digital technologies in marketing, which has a major role in turning the world into a global village, is explained. The most important point that distinguishes this section from similar ones is that it covers all digital technologies used in marketing in detail in a single section, with sample images and videos. First of all, augmented reality, virtual reality, extended reality and mixed reality technologies and the metaverse universe, which combine the physical world and the virtual world in various sizes and dimensions and are sometimes confused with each other due to their similarities, are mentioned. Then, QR code applications, artificial neural networks, machine learning, cloud technology, Internet of things and wearable technologies, big data and data mining are explained. Additionally, ethical problems related today's technologies are touched upon. Finally, the applications of these digital technologies in marketing and their effects on consumer behavior were synthesized from a broad perspective and a road map was drawn for future studies for practitioners and academics.