Abstract
Implementing digital transformation (DT) has become an essential factor in preserving competitiveness and achieving transformative leadership for enterprises. This research examines trends in digital transformation and evaluates the effectiveness of marketing strategies, focusing on the impact of digital technologies such the Internet of Things (IoT), big data, machine learning (ML), and artificial intelligence (AI). Analyzing 214 scholarly articles published from 2017 to 2024 through bibliometric methods indicates that integrating digital technologies has the potential to accelerate advancements and instigate significant changes across various industries. The findings demonstrate that key terms such as “digital marketing,” “digitalization,” “AI,” and “big data” are essential in transforming marketing strategies. The examination of productivity reveals that a few well-known authors and institutions are responsible for the majority of research contributions. This emphasizes the significance of collaboration in order to enhance the collective comprehension of DT in marketing. This research offers a comprehensive examination of digital transformation (DT) and marketing, emphasizing significant themes and emerging trends that may guide future academic investigation and practical application. Future research efforts will focus on conducting empirical studies and exploring practical applications to provide actionable insights, therefore promoting innovation in marketing techniques linked to digital transformation practices.
Keywords: Artificial Intelligence, Big Data, Digital Marketing, Digital Transformation.