Identifying trends in the development of marketing in the digital age

Abstract

Digital marketing has enormous potential to transform today's organizations and society as a whole fundamentally. The question of current interest is in what field the greatest changes will be achieved in the near future. An attempt to find the answer to the previously mentioned question is presented in the given work. The aim of the study is to identify trends in the development of marketing in the digital age based on the monitoring of scientometric databases. The universal bibliographic and abstract database Scopus was used for the analysis. As a result of data analysis, it was found out that such areas as digital marketing, online marketing, content marketing, email marketing, social media marketing are developing very quickly, their growth trends are exponential, the number of publications on web marketing, internet marketing and mobile marketing is insignificantly decreasing over the years. The work revealed a decreasing publication activity in the field of search engine marketing and search engine optimization. The trend of using big data in marketing is actively developing, thus, it is the field where the emergence of new business tools and new products using big data technology can be expected. The study shows that the United States is the leading country in the number of publications on all considered research topics in the field of marketing, while the second and third places almost always belong to the UK. Russia is in the top three for general research on the use of marketing in the digital economy. Keywords—digital economy, digital marketing, online marketing, social media marketing, web marketing, internet marketing, mobile marketing