The Evolution of Media in Advertising Campaigns Designing from Traditional to Digital based on the Second to Fifth Generation of Marketing

Information technology is rapidly changing various fields of marketing. Due to the opportunities that new digital technologies provide to companies and users, there is a significant trend to transfer advertising campaigns from traditional media to digital and social media networks. The aim of the current research is to bibliometric analyze and illustrate global studies in the field of advertising campaigns in order to identify the evolution of the use of media in advertising campaigns designing from traditional to digital based on marketing generations. This research was done using VOSviewer software and performance analysis techniques, scientific mapping and network analysis. According to the obtained results, during different years, the trend of publishing articles in the field of advertising campaigns, especially after the COVID-19 pandemic in 2019, has been upward. The research roadmap in this field showed that from 2010 to 2013, advertising campaigns centered on the concepts of online advertising, website, e-commerce, moving towards digital marketing or fourth generation marketing, and from 2013 to 2021 Keywords such as SEO, search engine advertising, video recording, and influencer indicate the continued use of digital technologies in the design of advertising campaigns, and on the other hand, concepts such as optimization, data mining, big data, and machine learning indicate the importance of using artificial intelligence in the design of campaigns. From 2021 onwards, concepts such as social media advertising, social network, trust, experiential marketing indicate the beginning of the design of advertising campaigns based on fifth generation marketing or human-to-human marketing.