<![CDATA[ABSTRACT The development of digital technology has pushed Digital Marketing to become one of the fastest growing fields of research in recent years. Digital transformation, the increasing use of the internet, social media, electronic commerce, artificial intelligence, and data analytics have expanded the scope of Digital Marketing from just a promotional medium to an integrated business strategy in creating value for customers and organizations. The very rapid growth of scientific publications leads to the need to map research developments to understand the scientific structure, publication trends, author productivity, distribution of scientific fields, publication sources, and the geographical spread of research. This study aims to analyze the development of Digital Marketing research through a bibliometric approach using indexed data in the Scopus database. Analysis was carried out on publication metadata using bibliometric indicators which included the development of the number of documents based on the year of publication, author productivity, distribution of subject areas, sources of publications, and country or territory distribution. The results of the analysis show that Digital Marketing research has experienced significant growth in recent years, especially since the increase in global digital transformation. The Business, Management and Accounting fields are the largest contributors to Digital Marketing publications, followed by Economics, Econometrics and Finance, Social Sciences, Decision Sciences, Computer Science, and Engineering, which show the multidisciplinary character of these fields. The author's productivity analysis shows that the development of Digital Marketing is built through the contributions of various researchers without the very strong dominance of certain individuals, thus showing the opening of opportunities for the emergence of new perspectives and research approaches. The distribution of publication sources shows that Digital Marketing articles are published in various international journals across disciplines, which reflects the increasing application of the concept of Digital Marketing in various organizational contexts and industry sectors. Meanwhile, analysis by country shows that Digital Marketing research is growing globally with significant contributions from various countries, including Indonesia as one of the main contributors in the analyzed dataset. The findings of this study indicate that Digital Marketing has developed into a scientific ecosystem that integrates management, marketing, economics, computer science, information systems, communication, and data analytics. In addition to mapping the development of science, this research also identifies various future research opportunities, especially related to the integration of Digital Marketing with Artificial Intelligence, Big Data Analytics, Generative Artificial Intelligence, data-driven marketing, sustainability), and the digital transformation of the organization. The results of the research are expected to be a reference for academics in identifying research gaps, developing new research agendas, and providing input for practitioners and policymakers in designing Digital Marketing strategies that are more adaptive to the development of digital technology.]]>
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