Abstract
This study has objective to explore the effectiveness and possibilities of digital marketing in Baltics States by analyzing selected cases of three Baltic countries – Lithuania, Latvia, Estonia. Conducted literature review presents the definition of digital marketing, main differences of traditional and digital marketing and the situation of this area in Baltic countries. For case analysis there had been selected Lithuanian, Latvian and Estonian digital marketing firms publicly available employment data that was analyzed in the context of publicly available revenue data. Based on empirical employment data, regression analysis was done in order to establish determination coefficient and non-parametric correlation coefficients. In Lithuanian digital marketing firms there is no correlation between revenue and number of employees, in Latvian and Estonian firms the correlation is extremely strong and for digital marketing firms effectiveness and possibilities can be reached by increasing the number of employees.
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