This study analyzes the evolution, challenges, and trends of digital marketing through a
bibliometric approach applied to scientific literature from 2010 to 2024. The research
identified the most influential authors, predominant themes, and gaps in the literature,
highlighting the interdisciplinarity and the impact of technological innovations in the field.
Bibliometric analysis software, such as VOSviewer and Bibliometrix, was used to map
collaboration networks, thematic patterns, and emerging trends, such as artificial
intelligence and the personalization of digital campaigns. The results revealed the strategic
role of digital marketing in the contemporary market but also pointed out challenges such
as platform saturation, rising advertising costs, and data privacy regulations. This research
contributes to the theoretical and practical understanding of digital marketing, offering
insights for academics and professionals interested in exploring opportunities and
overcoming obstacles in the digital environment.
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