The evolution of marketing has undoubtedly been a frantic race of constant change since its inception; however, today's society is witnessing an unprecedented revolution in the forms of relationship of the organization with its markets, thanks mainly to the integration of technology advances and adoption society makes this same. Globalization and increased competition, the differential factor of products, the search for competitive advantage, increasing consumer demands and constant changes in the legal regulation, are some of the factors that are making the change a imperative challenge for companies in search of leading customer segments, position their brands and establish a link with consumers that guarantee sustainability in the long-term market. As explained, this article aims to analyze the digital marketing under a perspective of the past, present and future; be given a brief tour of what has been the trajectory of digital marketing, from its generation as a discipline and business models, to the incursion of online marketing, including the adoption of what is now known as mobile marketing in that sense. Keywords: digital marketing, online marketing, mobile marketing, globalization, technology.