A Recent Systematic Review on Digital Marketing Transformation and Business Performance

Abstract

Digital marketing transformation, driven by advancements in technology has revolutionized the success of businesses. This paper aims to consolidate and synthesize the latest scholarly contributions on the subject to provide observations on the changing nature of digital marketing and its profound effect on business performance. However, the rapid pace of digital innovation poses challenges and opportunities for businesses worldwide. To remain relevant and competitive, organizations must adapt their marketing strategies to harness the potential of digital channels. In this paper, PRISMA approach was utilized to find the primary data based on a few keywords such as “digital marketing, business or firm, and performance’’. Based on advanced searching, on Scopus and WOS, the finding of quantitative data is (n=31).  These primary data are divided into three themes, which are (1) digital marketing strategies and business performance, (2) digital marketing and international market, and (3) digital marketing and business transformation. This study found compelling evidence that businesses leveraging digital marketing strategies experience notable improvements in various performance metrics, including revenue growth, customer acquisition, and brand equity. Hence, businesses are encouraged to continually invest in enhancing their digital marketing capabilities to succeed sustainably and remain competitive in the digital era.