Bridging the Divide: A Bibliometric Analysis and Systematic Literature Review on the Integration of Traditional and Digital Marketing Strategies
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Abstract
The integration of traditional and digital marketing strategies, often referred to as hybrid marketing, has become a dominant theme while exploring contemporary marketing studies. As businesses strive to leverage both conventional methods and emerging digital technologies, understanding the evolving dynamics between these strategies is crucial for developing effective marketing approaches. The primary objective of the study was to establish connect between traditional and digital marketing by conducting a comprehensive bibliometric analysis and systematic literature review. For this we explore 43 documents from Scopus published in 1998 to 2025. The analysis was done using Biblioshiny in R studio. Additionally, the review synthesizes existing literature to examine how digital tools, platforms, and technological advancements are reshaping consumer behaviour, marketing trends, and the effectiveness of integrated marketing approaches. This research addresses critical questions regarding the evolution of hybrid marketing, identifies the most influential articles, authors, and journals, and investigates common methodologies and theoretical frameworks in the field. The study outlines the patterns of growth in publications and the integration of new keywords in the realm of hybrid marketing strategies. The study sheds light on current developments and emerging trends within the innovative marketing approaches. This research provides valuable perspectives for future scholars, especially those exploring hybrid marketing. It effectively reviews and analyses existing literature, identifies gaps in current knowledge, and proposes potential areas for future research. However, the scope of the current research is constrained by its reliance on a single database for data extraction, limiting its generalizability to broader contexts.