Interactive content marketing is an adaptation in the constantly evolving world that is digital marketing. New research defines digital marketing (DM) as the use of various data and media to effectively market to consumers. It involves the utilization of radio and television, mobile applications, social media, and email, to name a few platforms. This article studies research and DM development from 1990 to 2019 in order to grasp the scope of evolution in the field. When measured in five-year stages, the evolution of digital marketing is evident. Most changes occurred between 2010 and 2015, with a turning point of transformation in 2016. While digital marketing as a whole continues to progress, it is predicted to reach its “maturity” between the years 2025 and 2030.
Most significantly, this study reveals that digital and interactive marketing is researched globally and is a significant point of interest. While the specific topics of DM research have expanded, customer-technology interaction remains significant throughout decades of research. Customer trust and ethics were a large focus before the year 2000, but this focus has evolved into the research of customer co-creation and engagement, virtual reality, and artificial intelligence. With this in mind, it can be predicted that future research will include the use of smart environments and the Internet of Things (IoT), while continuing to highlight artificial intelligence and consumer trust and privacy. In sum, digital marketing remains a significant point of inquiry over the years and and across the globe.
Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of Interactive Digital Marketing: A Bibliometric network analysis. Journal of Business Research, 131, 183–195. https://doi.org/10.1016/j.jbusres.2021.03.061