International Journal of Business and Management Technology in Society
2023, 1(1), 14-26
International Journal of Business and Management Technology in Society
Available at https://journal.its.ac.id/index.php/ijbmts/
Strategic Planning in Digital Marketing:
Bibliometric and Content Analysis
Irene Kanina Ratih1; Muhammad Saad Salahudin2; Syarifa Hanoum3; Jaroslaw Korpysa4
1,2
Magister Sains Manajemen, Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
3
Department of Business Management, Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
4
Doctoral School, University of Szczecin, Szczecin, Poland
Article History Abstract
Received : 2023-01-15
Revised : 2023-03-20 Purpose – This study is aimed to map the trend, conceptual
Accepted : 2023-04-18 structure, and characteristic of strategic planning in digital
Published: 2023-05-05 marketing research.
Keywords: Methodology – This study uses Performance Bibliometrics
Strategy, Strategic Planning, Digital analysis and Science Mapping Techniques. Performance
Marketing Bibliometrics is used to analyze basic information and Science
Mapping Techniques are used to find differences in future studies.
DOI: the PRISMA method was used to complete the analysis performed.
12.31783/IJBMTS.volx.issx.artx
Findings – the most prolific and influential journals, authors,
Corresponding author: countries, and research dominated by Spain, the United States, and
[email protected] the United Kingdom. In addition, four themes are found that are
often used in this field of study, namely the "marketing" cluster,
Author’s email: the "decision theory" cluster, the "strategic approach" cluster, and
[email protected]; the "social media" cluster.
[email protected];
[email protected] Research limitations – This study only covers research published
related to strategic planning in digital marketing, the data selected
Paper type: only use synta strategic, and the co-occurrence analysis was used
Review paper to present the conceptual structure in this study.
Cite this article: Practical implications – This research will help practitioners to
Ratih, IK., Salahudin, MS., Hanoum, understand the basis of job satisfaction in textile factory workers
S., & Korpysa, J. (2023). Strategic and contribute to the scientific community by providing thematic
Planning in Digital Marketing: maps and recommendations for future research of this field of
Bibliometric and Content Analysis.
study.
International Journal of Business and
Management Technology in Society,
1(1), 14-26.
https://doi.org/10.20885/IJBMTS.vol1
.iss1.art1
Introduction
Marketing activities are conducted by adapting to the times and technological developments,
which were once conventional and are now digital. Digital marketing is a term that is commonly
heard by society today. It is not uncommon for a business's marketing to be done digitally by
utilizing the internet. Digital marketing can be defined as the activity of promoting a business
digitally or online by utilizing the latest technology and internet networks. Chaffey and
Chadwick (2016) explained digital marketing as a form of marketing that is done through digital
media such as social media, websites, email, and search engines. An example of digital
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Strategic Planning… 15
marketing that businesses often do is creating relevant content on social media to raise brand
awareness and provide information about their products or services. By implementing digital
marketing, a business can easily reach its target audience wherever and whenever. In short,
digital marketing is a technique or form of marketing that is done through digital media with a
wide reach to various segments of society.
Almost all businesses in various fields today conduct marketing through digital channels.
This indicates that digital marketing is becoming increasingly important as technology develops
and the number of internet users increases worldwide. Based on data from We Are Social, as
of January 2023, the number of internet users worldwide reached 5.16 billion, which is more
than half the world's population. The number has also increased by 1.9% from 2022, indicating
the growing interest in the internet every year. This is why digital marketing is advantageous
for businesses to introduce their products or services to a wide audience. According to (Faruk,
et al., 2021), there are three dominant themes in digital marketing research, such as strategic
planning with digital marketing, mobile marketing with apps development, and dealing with
demographic profiles of customers. From those themes, strategic planning with digital
marketing is the most dominant theme in that study. Therefore, careful strategic planning is
necessary for digital marketing to be effective.
Several literature reviews studies that examine digital marketing strategy have been
conducted. The literature review studies have identified trends, patterns, and the top themes of
digital marketing (Faruk, et al., 2021) (Ghorbani, et al., 2021) (Krishen, et al., 2021). There are
also literature reviews that study the relation between digital marketing and business-to-
business marketing (Cartwright, et al., 2021) (Kumar, et al., 2019). However, none of these
literature review studies have focused on the strategic planning aspect. Hence, this study is
aimed to map the trend, conceptual structure, and characteristic of strategic planning in digital
marketing research.
Two research questions are conducted in this study: (1) What is the trend, the conceptual
structure, and the characteristic of strategic planning in digital marketing researches?; (2) What
are the research gaps for the future research?; A bibliometric analysis is performed using
performance bibliometric analysis and science mapping technique to answer the first research
question, as well as content analysis to answer the second research question.
After this introduction, this study presents the literature review methodology using
PRISMA method diagram in Section 2, the literature review result and findings through the
performance bibliometric analysis and science mapping technique in Section 3, the discussion
of each theme in section 4, and lastly, the conclusion that include the implication of this study
and research gaps for future research of this study in Section 5.
Literature Review
Strategic Planning
Strategic planning is a comprehensive long-term plan that provides direction for a business or
organization and maps out resources to achieve its goals over a certain period of time under
various environmental conditions (Rusniati & Haq, 2014). Strategic planning is linked to all
levels of management and serves as the foundation for strategic management (Steiner, 2010).
In other words, strategic planning is a foundation in management used to determine the goals,
programs, policies, and needs of a business or organization. Thus, it can be concluded that
strategic planning is considered a long-term and comprehensive plan with broad scope. This
16
demonstrates the connection between strategic planning and digital marketing, where in
conducting digital marketing, businesses or organizations need to determine the goals,
direction, policies, and programs to be carried out to have a significant impact. In this context,
research on digital marketing is important to help businesses understand the potential and
challenges of using this method in their marketing. Furthermore, research on strategic planning
in digital marketing is still limited or even non-existent.
Hypotheses
Strategic planning that is carried out carefully is one way that can be used to produce digital
marketing that is carried out effectively. Because, strategic planning can help determine the
characteristics of the content needed in each region.
Research Methods
Bibliometric analysis is a recent popular research method due to the ease of access to the online
databases for everyone, even though it is not a new method (Zupic & Cater, 2015). We use
PRISMA method to provide a well-structured methodology of the literature review. Thus,
PRISMA Flow Diagram is shown in Figure 1, consisting of data identification, screening, and
eligibility stages, followed by bibliometric and content analysis stage.
Data Identification
This study covers all papers related to strategic planning in digital marketing published in the
Scopus and Web of Science database. The search includes several possible sources and
keywords to minimizing chances for missing any relevant papers. By using selected keywords,
papers were collected based on their title, abstract, and keywords. The search syntax used was
as follows: [("digital market*" OR "*commerce market*" OR "content market*" OR "campaign
market*" OR "mobile market*" OR "influencer market*" OR "search engine market*" OR
"affiliate market*" OR "media market*") AND ("strateg* plan*" OR "strateg* formulat*" OR
"strateg* design*" OR "strateg* approach*")]. This search generated 259 papers from Scopus
and 34 papers from Web of Science, or 293 papers in total.
Data Screening
All of the results obtained from data identification will be screened. First, papers will be
excluded based on inclusion criteria. We determine the inclusion criteria in three factors,
namely by limiting the document type (article), source type (journal), and publication stage
(final). This first screening process result 142 papers consisting of 108 papers from Scopus and
34 papers from Web of Science. These papers ready to be reviewed for duplicate records using
R-Studio in the second screening process. From these papers, a total of 121 papers were
identified to be records after duplicates were removed.
Data Eligibility
All of the 121 papers are assessed to the first level of eligibility based on title and abstract
review. The exclusion criteria for this process are: (1) lack of keywords in the paper’s title
and/or abstract, (2) the paper’s title and abstract have an irrelevant outcome with this paper’s
purpose that discuss about the job satisfaction in textile factory workers. If any papers contain
and directly linked to those exclusion criteria, then the paper is going to be excluded. This
screening led to the exclusion of 74 papers. The second level of eligibility based on full-text
review. The exclusion criteria for this process are: (1) the paper cannot be accessed, and (2) the
Strategic Planning… 17
published paper has an irrelevant outcome with this paper’s purpose. If any paper were
contained and directly linked to those exclusion criteria, then the paper is going to be excluded.
After full-text review, 33 papers are remained and ready to be analyzed in this study.
Bibliometric and Content Analysis
To answer this study’s questions, this study uses two approaches, performance bibliometric
analysis and science mapping technique. The performance bibliometric analysis was used to
demonstrate the trend of a research topic based on distribution of research, most productive and
influential journals, most productive and influential authors, most cited countries, and most
global cited documents. The science mapping technique was used to analyze research output
by contributing to the progress of knowledge based on an objective analysis by the conceptual
structure. This approach was used to provide an inclusive view of the intellectual and thematic
structure of the area. Furthermore, the content analysis was used to examine the characteristics
based on the clusters.
The conceptual structure generates the thematic clusters of this field of study by co-
occurrence analysis and visualized by thematic map. There are two dimensions to represent the
role of each theme, which is centrality and density. Centrality determines the links of a theme
with the other themes, and density refers to the strength of the links that bind keywords in a
cluster. There are also four quadrants of the thematic map, which is “emerging or declining
themes”, “niche themes”, “basic themes”, and “motor themes”. Lastly, content analysis will
provide an interpretation of the characteristics of the researches, then generate research gaps
for the future research.
Figure 1. PRISMA Flow Diagram
18
Results and Discussion
The Trend of Strategic planning in Digital Marketing Researches
To know and understand the trend of strategic planning in Digital Marketing research, this study
used the performance bibliometric analysis tools. From the bibliometric analysis, obtained the
data presented in table 1, which summarizes all the articles in this field and it shows that the
research of strategic planning in digital marketing started accumulating in 2011. As can be seen
in the table, total references that relevan with this topic research are 1709, there are thirty-three
researches that have been conducted up to 2023 from thirty sources of journals and book with
an average citation per document of 7.
Table 1. Main Information of the Data Collected
Criteria Description Result
MAIN INFORMATION Timespan 2011:2023
Sources (Journals, Books, etc) 30
Documents 33
Annual Growth Rate% 0
Document Average Age 4.15
Average Citation per doc 7
References 1709
DOCUMENT CONTENTS Keywords Plus (ID) 116
Author’s Keywords (DE) 150
AUTHORS Authors 89
Authors of single-authored docs 4
AUTHORS COLLABORATION Single-authored docs 6
Co-Authors per doc 2.85
International c0-authorship% 0
DOCUMENT TYPES Article 32
Article; book chapter 1
Figure 2. Distribution of Research by Year
Based on the Figure 2 above, it is known that the distribution of research year by year is
dynamic. The annual number of research produced is not consistent but still increases or
decreases per year. In the 2011, the number shows more of two and a half articlse that
distributed. Unfortunately, in 2012, 2014, and 2017 has not distributed any article. But in 2013
Strategic Planning… 19
the number has increased even though the amount is not as much as 2011. The number in 2015
is much bigger than 2013, and after those years, finally this field of research began to be in
demand and developed so that it reached a much higher number than before. It can be concluded
that, lately this field of research has received more attention from the researchers than before.
So, the most productive years of this field research are in 2021 with more of seven and a half
research produced.
Table 2. Most Productive and Influential Journals
Journal First h_index g_index m_index Article Total
Article Citation
BOTTOM LINE 2011 1 1 0,077 1 44
JOURNAL OF BUSINESS 2019 2 2 0,4 2 27
AND INDUSTRIAL
MARKETING
EXPERT SYSTEM WITH 2011 1 1 0,077 1 24
APPLICATIONS
JOURNAL OF 2020 1 1 0,25 1 23
RESEARCH IN
INTERACTIVE
MARKETING
BUSINESS HORIZONS 2021 1 1 0,333 1 21
INTERNATIONAL 2020 1 1 0,25 1 14
JOURNAL OF BUSINESS
INNOVATION AND
RESEARCH
MBA: THEORY AND 2016 1 1 0,125 1 14
APPLICATION OF
BUSINESS AND
MANAGEMENT
PRINCIPLES
INTERNATIONAL 2019 1 1 0,2 1 13
JOURNAL OF
CULTURE, TOURISM,
AND HOSPITALITY
RESEARCH
Of all the data obtained by bibliometrix, here are the top 8 most productive and influential
journals. The ranking is measured by the number of research produced and analyzed through
h_index, g_index, m_index, and the total number of citations in a source. As can be seen on the
table, the top 1 or most productive and influential journals is Bottom Line that has one research
produced and total 44 citation. The second place is Journal of Business and Industrial Marketing
with two research produced and 27 citations. Followed by Journal of Expert System with
Applications which has 24 total citations and one article.
Another journal regarding research in interactive marketing occupies the 4rd position
with the number of articles produced 1, and a total of 23 citations. Then, the top 5 is Journal of
20
Business Horizons that has 21 citations with 1 article. And the remaining three journals have a
fairly large gap with the top 5, which has a total of 13-14 citations.
Table 3. Most Productive and Influential Authors
Author Name First h_index g_index m-index Article Total
Article Citation
ROMERO N 2011 1 1 0,077 1 44
DAVIES B 2011 1 1 0,077 1 24
HE H 2011 1 1 0,077 1 24
LI S 2011 1 1 0,077 1 24
WARD P 2011 1 1 0,077 1 24
ZHENG L J 2020 1 1 0,077 1 24
ZHANG J 2020 2 2 0,5 2 23
CHOY C 2020 1 1 0,25 1 23
HO J 2020 1 1 0,25 1 23
PANG C 2020 1 1 0,25 1 23
Similar as the previous table, but in Table 3 it shows the most productive and influential
authors in this research field. The measurement of whether the author is productive or not is
seen through the number of research produced and total number of author citations. There are
top 10 authors that more productive and influential than others. In the top place is Romero N
with 1 article produced and 44 total citations. Top 2 until 6 (Davies B, He H, Li S, Ward P, and
Zheng L J) has the same score which is 1 article produced and 24 total citations. Then, Zhang
J placed on the top 7 that has 23 total citations and 2 article produced. And the 3 other authors
(Choy C, Ho J, and Pang C) also have 23 citations but just 1 article produced.
Figure 3. Most Cited Country
Strategic Planning… 21
The Figure 3 above shows a list of countries with the most cited, and the result is that
Spain is the most cited country of strategic planning in digital marketing compared to the others.
Followed by USA in the second place that get 48 citation and United Kingdom is the third with
35 citations. There is also China, Singapore, India, France, Mexico and Indonesia as the other
countries that have some number of citations. That means, the investigated field of study
developed its roots in Spain and USA but there still remains a large gap between those countries.
Table 4. Most Global Cited Documents
Paper Total TC per Normalized
Citation Year TC
ROMERO NL, 2011, BOTTOM LINE 44 3,38 1,94
LI S, 2011, EXPERT SYS APPL 24 1,85 1,06
HO J, 2020, J RES INTERACT MARK 23 5,75 1,98
OLSON EM, 2021, BUS HORIZ 21 7,00 4,30
ZHANG J, 2020, J BUS IND MARK 16 4,00 1,38
Based on the data in Table 4, explains the most global cited documents, which shows the
top 5 research out of 10. It can be seen that Romero NL paper titled Bottom Line in 2011 has
many citations compared the others. Romero's paper has 44 total citations and 3,38 TC per year.
In second place is Li S, 2011, with Expert SysApril paper that has total citation and TC per year
less than Romero, 24 and 1,85. And the top three is J Rest Interact Mark from Ho J, 2020 with
23 total citation and 5,75 TC per year. Buz Horiz (Olson EM, 2021) and Bus Ind Mark (Zhang
J, 2020) ranked 4th and 5th because the total citation is not as many as the others.
Those are the top five of the most impactful in strategic planning in digital marketing.
However, this study also provides the trend of strategic planning in digital marketingi’s
perspective according to the first research question in this study. The findings show the most
productive and influential of journals, authors, countries, and researches. However, the
distribution of research in this field is still low and only dominated by Spain.
Conceptual structure of Strategic Planning in Digital Marketing Researches
To know and understand about strategic planning in digital marketing research, co occurrence
analysis was used to provide conceptual structure and visualized by thematic map which
represent the research themes investigated in this study. The thematic map can be seen in Figure
4 that show four main themes were clustered, from the bigger one “marketing strategic planning
electronic commerce marketing strategy”, “decision theory world wide web”, until the smallest
“strategic approach” and “social media” which has the same degree.
The details of that thematic map above, point out that there are four themes, which is
basic themes, motor themes, niche themes, and emerging or declining themes. Based on map
placement, he “marketing” and “social media” clusters are included in “basic themes” in the
bottom-right quadrant. But at the same time “marketing” cluster is also included in “motor
themes” in the top-right quadrant. While, “decision theory world wide web” cluster included in
“niche themes” in the top-left quadrant. And “strategic approach” cluster is included in
emerging and declining themes in the bottom-left quadrant.
22
Figure 4. Thematic Map
This is due to the fact that the research in this area is particularly concentrated on a number
of issues; as a result, the study's topics tend to revolve around either developed or less developed
central or peripheral areas. From Figure 4, can be concluded that research in the “marketing”
and “decision theory” clusters are highly developed and important this day, otherwise the
researches in the “social media” and “strategic approach” clusters are not that important.
Table 5. Cluster Summary
No Cluster Theme Total Article
1 Marketing Empirical studies of digital marketing 23
strategies
2 Decision Theory Uses and investigates the decision-making 4
framework in digital marketing strategy
3 Strategic Approach Approaches to build the strategies. 3
4 Social Media How social media is being leveraged as a tool 3
or a platform to implement their digital
marketing strategies.
The cluster summary is shown on Table 5, which have four total clusters and themes
along with the number of research in each cluster. After analysis, obtained data as follows that
the “marketing” cluster with empirical studies of digital marketing strategies is the largest
cluster with 23 articles. Other cluster “decision theory” with uses and investigates the decision-
making framework in digital marketing strategy theme take second place or have 4 articles.
Followed by the “strategic approach” that only 3 articles theme approaches to build the
strategies. The last one is “social media” cluster that uses how social media is being leveraged
as a tool or a platform to implement their digital marketing strategies and also have 3 articles.
Then, this cluster was used for content analysis to generate the characteristics and the future
research recommendation for strategic planning in digital marketing researches.
Strategic Planning… 23
Characteristic of Strategic Planning in Digital Marketing Researches
The conceptual structure of strategic planning in digital marketing researches is analyzed
through content analysis of the four clusters to generate the characteristics of the researchers in
this research area, namely the “marketing” cluster, the “decision theory” cluster, the “strategic
approach” cluster, and the “social media” cluster.
The first cluster is “marketing” cluster. This cluster is the largest cluster because it
consists of 23 researches. This cluster focuses on any empirical studies of digital marketing
strategies, such as e-marketing strategy, online marketing strategy, mobile marketing strategy,
content and campaign marketing strategies. There have been some researches regarding the
implementation of online marketing strategies in branded agricultural products and e-marketing
strategies in Islamic banking (Liao et al., 2021) (Roumieh et al., 2018). There are also several
researches that reported design marketing strategy based on RFM-based customer clustering
and M-GAN-XGBOOST model (Wang & Yang, 2021) (Purnomo et al., 2021) (Suhartini et al.,
2021).
The second largest in this study is “decision theory” cluster. The main theme of this
cluster is to uses and investigates the decision-making framework in digital marketing strategy.
One of the researches has presented a modified framework and four propositions to consider
dynamic capabilities in the new turbulent environment and extend the relationships between a
firm’s resources, capabilities, dynamic capabilities, competitive advantage and competitive
strategy (Rashidirad et al., 2015). Research also reveals that a Web-based hybrid knowledge
automation system, called WebDigital, is efficient and effective in improving the digital
marketing strategy formulation process and its output (Li et al., 2011). The decision-making
framework has also been used to explore how small restaurants manage social media
(Lepkowska-White et al., 2019).
The next cluster is the “strategic approach” cluster which concentrates on the approaches
to build the strategies. There are three researches in this cluster. The researches in this cluster
is aims to explore the behavior of domestic tourists in seeking information to travel (Lemy et
al., 2021) and investigates the effects of consumer perceptions on social enterprises’ marketing
strategies in a developing country (Nazmul Islam et al., 2021) to create their best digital
marketing strategies. The other research also develops communication plan in order to generate
their digital marketing strategies.
The last cluster is the “social media” cluster. This cluster is discussed about how social
media is being leveraged as a tool or a platform to implement their digital marketing strategies.
There are also three researches in this cluster. These researches take into account the social
media strategy and activities to improve customer perceived value, encourage customer
engagement, and improve their connections with consumers (Zhang & Du, 2020) (Mathur,
2018) (Mathur, 2019).
Conclusion
This study has the main focus to map the trend, conceptual structure, and the characteristic of
strategic planning in digital marketing research. In order to achieve that, a bibliometric analysis
was used with two approaches, which is performance bibliometric analysis and science
mapping technique. A bibliometric analysis is performed using performance bibliometric
analysis tools to map the trend and using science mapping analysis technique through co-
occurence analysis to examine the conceptual structure, as well as using the content analysis to
find the characteristic from this research area. Based on performance bibliometric analysis, the
24
trend in this field of study was found. The findings show the most productive and influential of
journals, authors, countries, and researches. The country distribution of research in this field is
dominated in Spain, USA, and United Kingdom. Beside that, the findings based on science
mapping technique shows four themes in this field of study, which is the “marketing” cluster,
“decision theory” clusters, “strategic approach” cluster, and “social media” cluster. This
research has an implication to allow the future research to expand the distribution of countries
conducting research in this field of study, especially in the “study” cluster and the “health”
cluster. Furthermore, this study will also help the practitioners to understand the foundation of
the job satisfaction in textile factory workers and contribute to the scientific community by
providing the thematic map and future research recommendations of this field of study. This
study also has several limitations. First, this study only covers research related to strategic
planning in digital marketing published in the Scopus and Web of Science database, otherwise,
the research that is not published in this database may have been missed. Future research may
search more than two databases which may increase the amount of research data. Second, the
data identification in this study was collected by using selected syntax strategies. Different
syntax strategies may result in the different data, which may influence the findings of the study.
Third, the co-occurrence analysis was used to present the conceptual structure in this study.
Other tools may be used in the future research, such as co-author analysis and co-citation
analysis. The future research recommendation in this study will be developed based on the
trend, conceptual structure, and the characteristics in this research area. Future research should
be conducted in the “marketing” cluster because this theme is potential. Research should also
be developed in countries other than Spain, USA, and Unite Kingdom, especially in countries
that have not conducted research in strategic planning in digital marketing yet. This
recommendation will expand the distribution of countries conducting research in this field of
study.
Author Contributions
Conceptualization: Irene Kanina Ratih
Data curation: Muhammad Saad Salahudin
Formal analysis: Syarifa Hanoum
Investigation: Jaroslaw Korpysa
Methodology: Irene Kanina Ratih
Project administration: Syarifa Hanoum
Supervision: Syarifa Hanoum
Validation: Muhammad Saad Salahudin
Visualization: Irene Kanina Ratih
Writing–original draft: Irene Kanina Muhammad Saad Salahudin
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