ISSN: 2222-6990
Open access
The last decade witnessed a profound transformation in the realm of digital marketing, marked by the rapid evolution of technologies and platforms. Staying abreast of these developments proves challenging. This study, spanning from 2014, employs bibliometric analysis on 1419 publications to discern trends in digital marketing. The aim is to identify significant trends and formulate strategies for achieving marketing objectives, capturing the attention of researchers and practitioners alike. Notably, the United States and India emerge as the most prolific contributors, with authors Sakas DP and Saura JR leading. The University of Edinburgh is the most active affiliate, while Sustainability (Switzerland) and the Journal of Business Research excel in published articles and citations, respectively. The study underscores digital marketing's global relevance, particularly in relation to consumer relationships, behaviour, and value co-creation. Email marketing and social media are integral to communication, with a growing emphasis on social media and value co-creation. Deep learning is identified as a potentially fluctuating theme while digital tourism marketing gains traction through online channels. In our dynamic digital world, where digital marketing communication is pivotal, this research serves as a valuable resource for academics, educators, and practitioners seeking to stay updated on the latest trends in the field.
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