During the period of active technological development, the relevance of a detailed study of the features of digital marketing is growing steadily. The pandemic of COVID-19 has led to a new global crisis. The crisis has shown the need to improve the tools of digital marketing in the field of online education. The theoretical aspects of digital marketing are considered for a deeper study and understanding of various approaches in the scientific literature. Studying the theoretical aspects of digital marketing, the authors give an analytical review of the scientific literature on this issue.