Digital marketing effectiveness and success factors for small and medium enterprises

Digital marketing is crucial for the organisation success. Therefore, this paper explores how research in digital marketing can enhance marketing strategies, drive consumer engagement and boost revenue generation. It highlights how businesses of varying sizes can leverage these insights to thrive in the competitive online market. The study conducts a bibliometric analysis of digital marketing research, tracing its evolution from inception to present day. Focusing on authorship patterns, international collaborations, and geographical influences, it assesses the potential future impact of research in this area. Using the Scopus database, 1,126 relevant articles were selected for detailed analysis. Employing the R Software and bibliometric package, an extensive scientific mapping analysis was performed. The findings present a thorough exploration of author contributions, source evaluations, document analytics, cluster mapping-citations, and collaborative networks. These findings provide valuable guidance for researchers and practitioners interested in emerging domain of digital marketing.