Historical evolution of digital marketing: A strategic management perspective through bibliometric analysis Evolução histórica do marketing digital: Uma perspectiva de gestão estratégica através da análise bibliométrica
Academic Article in Scopus
Purpose: This study analyses the historical and thematic evolution of digital marketing within strategic management frameworks. It maps conceptual progressions and identifies emerging areas relevant to both academia and practice based on a bibliometric analysis of 745 Scopus-indexed articles. Originality/value: This study offers a longitudinal, theory-informed synthesis of digital marketing¿s conceptual trajectory. It reframes digital marketing as a strategic enabler of innovation and adaptability, integrating the resource-based view, dynamic capabilities, and knowledge-based perspectives. Design/methodology/approach: A quantitative bibliometric approach was employed using the Bibliometrix R package and the Biblioshiny interface. The analysis incorporated a literature review, performance metrics, co-occurrence networks, and thematic mapping to uncover publication trends, knowledge clusters, and the evolution of key concepts. Findings: Scientific output has grown exponentially since 2014, which reflects the field¿s response to mobile ecosystems, social media, and big data. The analysis reveals three dominant thematic clusters: (a) consumer-centric strategies, (b) infrastructure and digital systems, and (c) artificial intelligence and predictive capabilities. This progression illustrates a shift from basic digital infrastructures (e.g., e-commerce, email) to adaptive, knowledge-based systems aligned with strategic imperatives. Digital marketing has transitioned from an operational function to a strategic capability embedded in organizational decision-making. Its evolution demonstrates convergence with strategic management theory, particularly through dynamic capabilities, knowledge creation, and resource orchestration. Contribution/implications: This study clarifies how digital marketing capabilities evolve in alignment with strategic goals, thus offering practitioners guidance to leverage digital resources for competitive advantage and directing scholars towards emerging intersections of technology, consumer behaviour, and strategy.
