Digital Marketing Transformation in Business: A Systematic Literature Review on Trends, Challenges, and Strategic Impacts

Authors

  • Putu Yogi Agustia Pratama Institut Desain dan Bisnis Bali Author

Keywords:

Digital marketing transformation, business strategy, digital marketing trends, challenge, and impact

Abstract

This study investigates the transformation of digital marketing within business contexts through a Systematic Literature Review (SLR) of 15 peer-reviewed articles published between 2020 and 2024. Drawing from academic databases such as Scopus, ScienceDirect, Springer, and Google Scholar, this review identifies key trends, prevailing challenges, and strategic implications associated with digital marketing transformation. The findings reveal three major themes: (1) the integration of advanced technologies such as artificial intelligence, big data analytics, automation, and blockchain that reshape marketing processes; (2) persistent barriers including organizational resistance, infrastructure limitations, talent shortages, and ethical concerns surrounding data privacy and algorithmic transparency; and (3) the significant impact of digital marketing capabilities on firm performance, customer engagement, and cross-generational targeting strategies. The analysis also highlights the need for a cross-functional, adaptive approach to digital transformation, particularly within SMEs. This review offers a comprehensive synthesis of current knowledge and proposes directions for future research aimed at enhancing the strategic effectiveness of digital marketing in dynamic business environments.

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References

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Published

2025-10-31

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Vol. 1 No. 1 (2025): Future Frontiers of Digital Business Research

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