In this paper of systematic analysis of literature, a research that analyzes the behavior of digital communication and its evolution with the development of new technologies and human adaptation in a changing society due to different events, such as for example the arrival of the pandemic covid-19. Therefore, there is evidence of a growth in the application of communication and digital marketing strategies, led by organizations, SMEs and users that have focused on the creation of content strategies, using online platforms and social networks, in order to persuade various audiences of interest, achieving brand positioning and user recognition.