Thanks to the variable environment and advanced technology, human life has evolved to a high level since 1990. With the advent of the digital age (1990s to today), human behavior, especially customer behavior influenced by political, economic, social and technological factors is increasingly complicated. Meanwhile, the market around customers has changed more dramatically over time with electronic technological developments. In this situation, marketers should optimize technological advantages, develop marketing theories to better understand customers, and improve their marketing capabilities. As the saying goes "Customer is king", customers are always and forever the king of the market. This essay will explain the saying in the current context and demonstrate it as a continuing trend, which will be analyzed from the perspective of customers and organizations respectively. In terms of customers, they are king because the core of marketing is to consistently deliver their value. Furthermore, customers expect an exceptional experience in terms of product and service, and their need to obtain them is gradually amplified from the past to the future. Furthermore, customers who expose themselves in their culture and group context are under the influence. As for organizations, they should leverage digital advantage as an effective tool in this new environment. Furthermore, to enable customers to have a “real experience”, organizations should understand the different needs of customers and customize their service according to those needs. Among these technological forces, social media and mobile applications are crucial weapons for companies to occupy the market. For both customers and organizations, the principle of marketing is the same as always, while...... middle of paper ......rketing, 3rded. Sage, 171.Richtel, M. (2002) A Cheerleader, for a Company in a Midlife Funk IN: Capon, N. and Hulbert, J.M. (2007) Managing Marketing in the 21st Century: Developing and Implementing Market Strategy. New York: Wessex, 22.Technical Assistance Research Programs (1979) Consumer Complaint Handling in America: A summary of Findings and Recommendation IN: East, R., Wright, M. and Vanhuele, M. (2013) Consumer behavior: application in marketing, 3rd. Sage, 171.Wilson, A. M. (2012). Market research: an integrated approach, 3rd. Pearson, 1.Ertell, K. (2010) The Key to Driving Retail Success with Social Media: Focus on Facebook IN: Brennan, B. and Schafer, L. (2010) Branded! : How Retailers Engage Consumers with Social Media and Mobility, 15. Available at: http://site.ebrary.com/lib/soton/Doc?id=10419240&ppg=37 [Accessed 17 November 2013]