In the 21st century market and its customers are related with the digital as a innovative and explorative means of receiving information. In essence, tools such as mobile, smartphones, the internet (intranet and internet) 3D printer, are shifting the balance of power from firms to consumers and vice versa. The paper will examine these tools, introduce some new concepts, and discuss how both firms and consumers are adapting to this changing landscape. This will increase your appreciation of how the foundations of marketing are being reshaped and shifting to fit our new digital world. This, in addition to globalisation, brings the world closer. The concept of marketing emerged in the early twentieth century. It has been a huge part of business strategy since marketing strategy is the benchmark for success of every business. Marketing dynamics have been constantly evolving ever since it was introduced, now it has been shifted towards modern and innovative techniques. This paper examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers.