New technologies and avatars created with their usage are revolutionizing modern marketing. The usage of avatars in marketing is presented in various sources in a selective and fragmentary manner, mainly in relation to customer service, sale and marketing communication. There is a lack of studies containing a comprehensive review of all areas of marketing activity in the aspect of using avatars in them. This article fills this research gap. The aim of the article is to present the principles and applications of avatars in marketing as a whole consisting of the following four parts: research and analysis of the marketing environment, selection of target markets, marketing mix, management of marketing activities. These parts constitute the quintessence of properly conducted marketing activity and none of them can be omitted in the processes of designing and implementing marketing into practice. The article is important both from a scientific as well as practical point of view. It organizes the issue of using avatars in all areas of marketing and indicates creative ways of their selection and usage.