The Omnipresence of Marketing: A Literature Review on Ubiquitous Marketing Strategies

Muhammad Rafi Kusuma Wardhana; Yati Rohayati; Endang Chumaidiyah

doi:10.70716/reswara.v4i3.574

Authors

Muhammad Rafi Kusuma Wardhana Department of Industrial Engineering, Telkom University, Bandung, Indonesia Author
Yati Rohayati Department of Industrial Engineering, Telkom University, Bandung, Indonesia Author
Endang Chumaidiyah Department of Industrial Engineering, Telkom University, Bandung, Indonesia Author

DOI:

https://doi.org/10.70716/reswara.v4i3.574

Keywords:

marketing strategy, personalization, SMEs, systematic bibliometric literature review, ubiquitous marketing

Abstract

This study is conducted to identify and synthesize the key success factors for implementing a Ubiquitous Marketing (UM) strategy in an increasingly dynamic, technology-driven, and digitalized competitive environment. The study applies a Systematic Bibliometric Literature Review (SBLR) using the SCOPUS database, focusing on publications in Business, Management, and Accounting from 2020 to 2025. A stringent screening process employing the keywords “Context” and “Personalized” as the core elements of UM yields a final set of 30 publications for analysis. The bibliometric results indicate that, although annual publication volumes fluctuate, the overall scholarly quality in this area is strong, with 68% of the selected works published in Q1 journals. The screened literature also demonstrates substantial academic influence, reflected in 394 total citations and an h-index of 13. The thematic synthesis highlights personalization as the central pillar of UM, increasingly enabled by the integration of artificial intelligence, big data, and machine learning to support ultra-personalization. At the same time, the literature emphasizes ethical and implementation challenges, particularly those related to data privacy, transparency, and security, which are essential to sustaining consumer trust. This study contributes a structured theoretical basis for understanding and operationalizing Ubiquitous Marketing (UM), clarifying the role of context and personalization, and outlining the key opportunities and constraints that shape successful implementation.

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