A comprehensive review of the broad landscape of digital marketing: challenges and future perspective

This review paper offers an in-depth analysis of the rapidly evolving field of digital marketing, spanning from its inception to the present digital era. It synthesises key research findings, critically evaluates major trends, and highlights technological advancements that have shaped the industry. The paper delves into various strategies such as search engine, content marketing, social media engagement, and data-driven advertising. It also examines the impact of artificial intelligence and machine learning in advancing consumer experiences. By reviewing a wide range of scholarly articles, this paper identifies gaps in existing research and proposes potential areasfor future investigation. Ultimately, the paper aims to highlight a detailed view of how digital marketing continues to adapt and thrive in the digital age.