Paper—The Impact of Digital Marketing: A Systematic Literature Review The Impact of Digital Marketing: A Systematic Literature Review https://doi.org/10.3991/ijim.v16i13.30609 Qurtubi 1 , Melinska Ayu Febrianti 1 , Muchamad Sugarindra 1() , Anas Hidayat 1 , M Suyanto 2 1 Universitas Islam Indonesia, Yogyakarta, Indonesia 2 Universitas Amikom Yogyakarta, Yogyakarta, Indonesia sugarindra@uii.ac.id Abstract—The development of internet infuences business, operationally and strategically. People has reached wider connection towards information. This leads to several marketing transformations, from conventional to digital technol- ogy conducted by businessmen. Yet, several marketing managers still unsure in such communications through digital channel and its impacts. This research is purposed to analyse the strategy and the content of the implementation of digital marketing, and to provide opportunity for future research. This research applies systematic literature review method towards 45 literatures. Later, it could be resumed the impacts that infuence the company internally or externally in terms of global perspective, the frequent-used elements or contents in digital marketing strategies as well as the opportunity for future research to obtain comprehensive and accurate result for businessperson. Keywords—content marketing, digital marketing, systematic literature review 1 Introduction Internet development infuences business, both operationally and strategically. In conjunction with the development of technology and internet, the businessperson should adapt with this change, particularly in marketing. It is important for the company to increase the sale with the lowest marketing cost but could reach the wider market. The process in creating the value and setting the company’s position in market highly depends on the online activities that are performed through internet [1]. Recently, the marketing that is performed by means of digital technology is called as digital marketing. Digital marketing is considered as one of the variances of marketing that employs the channel used by digital equipment to market the products and service brand as well as to relate the brand to costumers [1]. Traditional marketing is one-way communication tool, while digital marketing is considered as two-way communication tool [2]. People have broad connection in discovering the information. This could become a good opportunity for the business owner to attain market through digital. The implementation of digital marketing strategy will provide direct impact to company, iJIM ‒ Vol. 16, No. 13, 2022 15