This literature review is an extended analysis of the development of the concept of digital marketing in general and in entrepreneurship in particular. The main purpose of the review is a critical analysis of scientific research to determine what has already been studied on this topic, what conclusions the authors have reached, and what aspects have remained unexplored. The literature review aims to understand digital marketing, and its methods and tools, based on the following research questions: How is digital marketing defined and what is its place in the digital economy? What are the digital marketing methods? What are the advantages and disadvantages of digital marketing in entrepreneurship? This systematic review was conducted according to the preferred reporting elements for systematic reviews and metaanalyses proposed by Moher et al. (2015). The literature review included works of a theoretical nature, as well as applied research related to the implementation of digital marketing in entrepreneurship. Based on the analysis of the literature, the author summarizes the definition of digital marketing: it is a tool of the digital economy that has a significant impact on the commercial activities of enterprises, the promotion of goods and services at the national and international level, and also helps to provide customers with the highest quality services, establishing relationships with them, long-term partnerships, maximum management flexibility. The research gap identified was related to the effectiveness of digital marketing for small enterprises in Moldova and their opportunities for business process digitalization.