Emerging Technologies and Sustainability in Modern Marketing Strategies A Cross-Industry Perspective.

Abstract This review explores the integration of emerging technologies with sustainability objectives in modern marketing strategies across diverse industries. It synthesizes recent advancements in artificial intelligence, big data, virtual and augmented reality, and social media, highlighting their applications in enhancing customer engagement, personalization, and environmentally focused marketing approaches. Key sustainability themes such as green marketing, environmental monitoring through IoT, and digital content promoting awareness are critically examined alongside challenges like ethical concerns around AI and greenwashing. The review emphasizes cross-industry case studies spanning hospitality, healthcare, retail, manufacturing, and energy sectors to demonstrate varied implementation strategies. Finally, it identifies future research directions in ethical AI, cross-sector collaboration, and sustainability metrics while underscoring the importance of supportive policies for fostering sustainable digital transformation in marketing practice. Keywords: emerging technologies, sustainability, marketing strategies, artificial intelligence, green marketing, big data, environmental awareness, cross-industry