Growth and success are increasingly being driven by digital marketing, especially for major businesses. When creating digital strategies, human elements are being given more and more consideration, which results in more user-centred methods. Products made to meet the needs of people are a clear example of this trend, which is part of a larger wave of innovation in the digital space. The motivation behind this research stems from the curiosity regarding the extent to which the academic community acknowledges the significance of human-centred approaches in digital marketing studies. The aim is to provide a textual and visual point of view considering the modernist resemblance of the scrutiny of research on human-centred digital marketing and to extract useful academic, practical, and policy implications. The methodology employed a hybrid bibliometric approach. Initially, a bibliometric analysis was conducted on a corpus of N = 542 papers, which was subsequently narrowed down through a rigorous scrutinisation process to 29 key papers that underwent a systematic literature review. The outcome is a table of research findings and implications for academia, practitioners, and policymakers. The findings suggest that the academic community should further investigate the application of augmented reality (AR) in human-centred digital marketing. Moreover, extended marketing in the era of Marketing 5.0 can enhance the customer shopping experience. Policymakers must consider these behavioural insights when shaping data protection regulations.