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ASEAN Marketing Journal

Abstract

Manuscript type: Review Paper.

Research Aims: This study aims to examine the evolution of digital marketing over the past three decades and identify the technological, strategic, and behavioral transformations shaping contemporary digital marketing practices.

Design/methodology/approach: This study employs a systematic literature review (SLR) approach by synthesizing previous academic studies related to digital marketing development, emerging technologies, consumer behavior, and marketing strategies across digital platforms.

Research Findings: The findings reveal three major phases in the evolution of digital marketing: the foundational era of website-based marketing, the expansion of social media and mobile engagement, and the current era characterized by artificial intelligence, big data analytics, automation, immersive technologies, and blockchain integration. Despite the advantages of enhanced efficiency and customer engagement, challenges such as digital fatigue, privacy regulations, and ethical misuse of technology remain significant concerns.

Theoretical Contribution/Originality: This study contributes to the digital marketing literature by providing a comprehensive overview of the historical evolution and emerging trends in digital marketing, while integrating technological, strategic, and ethical perspectives into a unified framework.

Practitioner/Policy Implication: The study suggests that marketers and organizations should adopt responsible and ethical digital marketing practices while leveraging advanced technologies to improve customer engagement and marketing effectiveness.

Research limitation/Implications: This study is limited to secondary data derived from existing literature and does not include empirical investigation. Future research is recommended to explore AI ethics, metaverse marketing, blockchain-enabled transparency, and the long-term impact of emerging technologies on consumer behavior.

Keywords: Marketing, Digital Marketing Evolution, Social Media Marketing, AI and Marketing Automation, Marketing Technology, AI Marketing

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