The purpose of this paper was to determine how digital marketing (DM) and digital transformation (DT) relate to one another. The primary themes and viewpoints of the literature on digital transformation (DT) and digital marketing will be identified in this article's systematic review. This work will theoretically be useful as a systematically and thematic review that focuses on both DT and DM. It provides a synergistic framework of the existing literature by specifically analyzing this binomial from a wide and thorough perspective, enabling an inclusive vision and understanding of the phenomena. Additionally, it will assist organizations in raising their knowledge of marketing domains and procedures that stand to gain more from digitization, hence propelling businesses' total shift to DT. The format of this paper is as follows: we begin by presenting the study problem, then study importance and study objective (aim), follow methodology, then theoretical framework (DM, DM dimension, DT, (DT) challenges), also include the relationship between digital transformation and digital marketing. Finally, the conclusions of the study and presenting some recommendations for future research.
Abdullah, S., Nawi, M., Halim, M., Omar, K., Rosli, N., Harun, A. (2023). Digital Transformation for Sustainable Business Performance: A Systematic Literature Review.UCJCBusiness and Society Review. DOI: 10.3232/UBR.2024.V21.N1.02
Al-azzam, A. F., & Al-Mizeed, K. (2021). The effect of digital marketing on purchasing decisions: A case study in Jordan. The Journal of Asian Finance, Economics and Business, 8(5), 455-463. doi:10.13106/jafeb.2021.vol8.no5.0455.
American Marketing Association. (2022). What is Digital Marketing?. American Marketing Association. Available online: https://www.ama.org/pages/what-is-digital-marketing/ (accessed on April 2022).
Bajrami, S.,Qerimi, F., & Qerim, A. (2022). The impact of digital marketing vs. traditional marketing on consumer buying behavior. HighTech and Innovation Journal,3(3), 326-340.
Beier, G., Niehoff, S., Ziems, T., and Xue, B. (2017). Sustainability aspects of a digitalized industry a comparative study from China and Germany, International Journal of Precision Engineering and Manufacturing-Green Technology, 4 (2), 227-234.
Bist, A. , Agarwal, V., Aini, Q., Khofifah, N. (2022). Managing digital transformation in marketing: Fusion of traditional marketing and digital marketing. International Transactions on Artificial Intelligence (ITALIC), 1(1), 18-27. DOI: 10.34306
Brunetti, F., Matt, D., Bonfanti, A., De Longhi, A., Pedrini Pedrini, G., & Orzes, G. (2020). Digital transformation challenges: strategies emerging from a multi-stakeholder approach. The TQM Journal, 32 (4), 697-724. DOI 10.1108/TQM-12-2019-0309
Caliskan, A., Özkan Özen, Y. D., and Ozturkoglu, Y. (2020). Digital transformation of traditional marketing business model in new industry era. Journal of Enterprise Information Management, 34(4), 1252–1273. https://doi.org/10.1108/JEIM-02-2020-0084
Chopra, C., Gupta, S., & Manek, R. (2020). Impact of social media on consumer behaviour. International Journal of Creative Research Thoughts, 8(6), 1943-1961.
Cioppi, M., Curin, I., Francioni, B., & Savelli, E. (2023). Digital transformation and marketing: a systematic and thematic literature review. Italian Journal of Marketing , 207–288. https://doi.org/10.1007/s43039-023-00067-2
Dastane, O. (2020). Impact of Digital Marketing on online Purchase Intenion: Mediation of Customer Relationship Management. Journal of Asian Business Strategy, 10(1), 142-158. DOI: 10.18488/journal.1006.2020.101.142.158
Dengler, K., and Matthes, B. (2018). The impacts of digital transformation on the labour market: substitution potentials of occupations in Germany, Technological Forecasting and Social Change, 37, 304-316
Fan, X., Sun, H., Dai, M. (2023). A Study on the Impact of Digital Transformation on Corporate Technology Innovation. 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022), 854-859.DOI: 10.2991/978-94-6463-056-5_123
Feliciano-Cestero, M. M., Ameen, N., Kotabe, M., Paul, J., & Signoret, M. (2023). Is digital transformation threatened? A systematic literature review of the factors influencing firms’ digital transformation and internationalization. Journal of Business Research, 157, 113546. https://doi.org/10.1016/j.jbusres.2022.113546.
Getaruelas, R., & Gnanakumar, M., (2023).Digital marketing on customer purchasing decision of branded clothing: Acase study in Oman. China Petroleum Processing and Petrochemical Technology, 23(2),58-72.
Hai, T., Van, Q., Tuyet , M. (2021). Digital Transformation: Opportunities and Challenges for Leaders in the Emerging Countries in Response to Covid-19 Pandemic. Emerging Science Journal, 5, 21-36. DOI: http://dx.doi.org/10.28991/esj-2021-SPER-03
Hendrawan, S. A., Chatra, A., Iman, N., Soemarno Hidayatullah, S., Suprayitno, D. (2024). Digital Transformation in MSMEs: Challenges and Opportunities in Technology Management. Jurnal Informasi dan Teknologi, 6(2), 141-149. doi: 10.60083/jidt.v6i2.551.
Henriette, E., Feki, M., Boughzala, I. (2016). Digital Transformation Challenges. Mediterranean Conference on Information Systems (MCIS) at AIS Electronic Library (AISeL). http://aisel.aisnet.org/mcis2016/33
Hess, T., Matt, C., Benlian, A., and Wiesböck, F. (2016). Options for formulating a digital transformation strategy. MIS Quartely ExecutIve, 15(2), 151–173.
Janevski, Z., Imeri, B., Klisarosk, M., B. (2023). Importance of digital transformation for business growth: Looking over today’s world business trends. Economic Development , 3, 21-34.
Janevski, Z., Imeri, B., Klisaroski, M. (2023). The importance of digital transformation for business growth: Looking over today’s world business trends. Economic Development,3, 21-34.
Kalra, D., Sharma, S., Aayush, P. (2023). A Review on impact of digital marketing on consumer purchase behaviour. Journal of Scientific Research & Technology (JSRT), 1(2).14-20
Krishnamurthy, S. (2006). Introducing E-MARKPLAN: A practical methodology to plan e-marketing activities. Business Horizons, 49(1), 51–60. doi:10.1016/j. bushor. 2005.05.008
Loebbecke, C., & Picot, A. (2015). Reflections on societal and business model transformation arising from digitization and big data analytics: A research agenda. The Journal of Strategic Information Systems, 24(3), 149–157.
Majchrzak, A., Markus, M.L. and Wareham, J. (2016). Designing for digital transformation: lessons for information systems research from the study of ICT and societal challenges, MIS Quarterly, 40(2), 267-277
Maroufkhani, P., Desouza, K. C., Perrons, R. K., & Iranmanesh, M. (2022). Digital transformation in the resource and energy sectors: A systematic review. Resources Policy, 76, 102622. https://doi.org/10.1016/j.resourpol.2022.
Matzler, K., Eichen, F., Anschober, M., and Kohler, T. (2018). The crusade of digital disruption, Journal of Business Strategy, 39 (6), 13-20.
Melanyina, M. V., Ruzina, E. I., Shkvarya, L. V., Verenikina, A. Y. (2024). Digital Transformation in the Middle East: Directions, Outcomes and Challenges- Economic Studies (Ikonomicheski Izsledvania), 33(4), 35-47.
Melovi?, B., Jocovi?, M., Dabi?, M., Vuli?, T. B., Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Journal Pre-proof. DOI: https://doi.org/10.1016/j.techsoc.2020.101425
Mergel, I., Edelmann, N., & Haug, N. (2019). Defining digital transformation: Results from expert interviews. Government Information Quarterly, 36(4). https://doi.org/ 10.1016/j.giq.2019.06.002
Mort, G. S., & Drennan, J. (2002). Mobile digital technology: Emerging issue for marketing. Journal of Database Marketing & Customer Strategy Management, 10(1), 9-23.
Parikh, A., Trivedi, A. (2021). Digital transformation of services marketing through leading edge technology. Turkish Online Journal of Qualitative Inquiry (TOJQI), 12(9), A5192– 520
Parviainen, P., Tihinen, M., K€a€ari€ainen, J., and Teppola, S. (2017), Tackling the digitalization challenge: how to benefit from digitalization in practice, International Journal of InformationSystems and Project Management, 5(1), 63-77
Parviainen, P., Tihinen, M., Kääriäinen, J., Teppola, S. (2016). Tackling the digitalization challenge: how to benefit from digitalization in practice . International Journal of Information Systems and Project Management, 5.( 1), 63-77
Quinn, L., Sally Dibb, S., Simkin, L., Canhoto, A., Analogbei, M. (2016). Troubled waters: the transformation of marketing in a digital world. European Journal of Marketing, 50 (12), 2103-2133
Rachinger, M., Rauter, R., Müller, C., Vorraber, W., & Schirgi, E. (2018). Digitalization and its influence on business model innovation”, Journal of Manufacturing Technology Management, 30(8), 1143–1160.
Rathore, B. (2019). Exploring the Impact of Digital Transformation on Marketing Management Strategies. International Peer Reviewed/Refereed Multidisciplinary Journal (EIPRMJ), 8(2), 390-48.
Rosário, A., & Cruz, R. (2019). Determinants of Innovation in Digital Marketing. Journal of Reviews on Global Economics, 8, 1722-1731. DOI: 10.6000/1929-7092.2019.08.154.
Salehi, M. (2011). Consumer buying behavior towards online shopping stores in Malaysia. International Journal of Academic Research in Accounting, Finance and Management Sciences, 1(2), 10. doi:10.6007/ijarafms.v1i2.8.
Sharma, A., Harsora, H., & Menon, S. (2022). A study on the impact of existing and emerging trends in digital marketing onconsumer buying behavior. International Journal of Creative Research Thoughts, 10(2), 652-665.
Shkarlet, S., Dubyna, M., Shtyrkhun, K., & Verbivska, L. (2020). Transformation of the paradigm of the economic entities' development in the digital economy. WSEAS Transactions on Environment and Development, 16, 413–422. https://doi.org/10.37394/232015.2020.16.41
Suleman, D., Rusiyati, S., Sabil, S., Hakim, L., Ariawan, J.,Wianti, W., & Karlinac, K. (2022). The impact of changes in the marketing era through digital marketing on purchase decisions. International Journal of Data and Network Science,6, 805–812.doi: 10.5267/j.ijdns.2022.3.001
Tanushev, C. (2022). Digital Transformation: The Impact on Corporate Strategy. Economic Alternatives, 3, 383-404. https://doi:https://doi.org/10.37075/EA.2022.3.01
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov Economic Sciences Series V, 9(1), 51.
Tratkowska, K. (2019). Digital transformation: theoretical backgrounds of digital change. Management Science, 24(4), DOI: 10.15611/ms.2019.4.05
Tümer, M., Aghaei, I., Nasser Eddine, Y., & Öney, E. (2019). The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market. Journal of Research in Emerging Markets, 1(4), 55–68. doi:10.30585/jrems.v1i4.344.
Vieira, V. A., de Almeida, M. I., & Zanette, M. C. (2023). Grasping Marketing and Consumer Behavior in the Digital Environment: Brazilian Scholars Insights. Journal of Contemporary Administration, 4(27), 1-8. doi.org/10.1590/1982-7849ra c2023230141.en
Yoo, Y., Boland, R. J. Jr, Lyytinen, K., and Majchrzak, A. (2012). Organizing for innovation in the digitized world. Organization Science, 23 (5), 1398-1408.
Zahay, D. (2021). Advancing research in digital and social Theory media and marketing. Journal of Marketing Practice, 29(1), 125-139. https://doi.org/10.1080/10696679.2021.1882865.
Soub, S. Al, & Shawabkeh, K. Al. (2025). The Relationship between Digital Transformation and Digital Marketing. International Journal of Academic Research in Business and Social Sciences, 15(4), 66–80.
Copyright: © 2025 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
