Digital Marketing Strategy: A Hybrid Systematic Literature Review and Bibliometric Analysis from the Scopus Database

Nanik Wahyuningtiyas
Sudarmiatin
Agus Hermawan

International Journal of Economics, Business and Innovation Research
Vol. 5 No. 01 (2026): December - January, International Journal of Economics, Business and Innovatio

This paper explores the key elements and challenges of digital marketing strategies, focusing on how businesses, particularly SMEs, can effectively navigate the evolving digital landscape. A systematic literature review and bibliometric analysis of 280 articles from the Scopus database were conducted to identify trends, challenges, and gaps in digital marketing strategies. The study finds that digital marketing strategies are critical due to technological advances and shifting consumer behaviors. Challenges include ROI measurement, data privacy, and the integration of emerging technologies like AI and big data. This paper provides valuable insights into the evolution of digital marketing, emphasizing the need for businesses to adapt to new technologies and ethical considerations