BIBLIOMETRY REVIEW ON: DIGITAL MARKETING

Abstract

Digital marketing is companies' strategies to win more consumers and eliminate competition. It is the evolution of traditional marketing and is much cheaper, serving exactly the target audience. The objective of this work is through a bibliometric review on Digital Marketing, which is the review that collects important data to learn more about the subject of Digital Marketing, and in this way know which countries publish the most about Digital Marketing, which years had the highest number of publications on Digital Marketing, so with this information we will know if Digital Marketing is heavily researched and studied, if there is a lot of interest in this type of subject or if studies on this topic are still beginning. The methodology was carried out through bibliometric analysis using the Web of Science platform as a source of data collection, through stages we can develop a methodology that results and conclusion met the objective of the work. The result was that since 1974, 1296 articles have been published on this topic, with the United States and China being the countries that publish the most. The conclusion is that as Digital Marketing is a broad area, specific topics that make digital marketing evolve must be researched, as it is a very broad subject, therefore the result is correct with few publications.