From digital marketing to immersive marketing strategies: key enablers for effective immersive marketing abstract

Purpose The aim of this study is to comprehensively investigate, analyze, and articulate a cohesive strategic plan for immersive marketing, intricately interconnecting with content marketing, e-commerce, electronic payments, and engagement strategies, while concurrently exploring the evolving landscape of marketing strategies in the digital era. This involves classifying trends in marketing strategy and proposing strategic action plans for marketers and practitioners, emphasizing the growing integration of digital technologies in contemporary marketing practices through a comprehensive literature review. Design/methodology/approach The present study conducts a systematic literature review (SLR) by applying the categorization and contextualization of qualitative strategies, utilizing 68 research articles from Scopus within the marketing field. Thematic analysis also identified themes that highlight the integration of digital technologies and Environmental, Social, and Governance (ESG) principles as innovative business strategies reshaping modern marketing. Findings Four core elements—Content Marketing, E-commerce, E-payment, and Engagement—are identified as pivotal for the future of marketing, supported by 66 corresponding action plans. These foundational elements enable practitioners to craft impactful strategies that align with market needs and promote positive societal contributions. Originality/value This study offers a systematic overview, equipping businesses with insights to capitalize on emerging marketing trends while championing sustainability. By adopting these innovative, ESG-driven approaches, businesses can foster enduring customer relationships rooted in trust and social responsibility. Grounded in theories of intellectual capital and dynamic capabilities, this study provides key enablers and strategic plans to navigate the transformation of marketing in the digital age.