According to estimates of various researchers, the total budget of the digital marketing channels will exceed the total budget of the traditional marketing channels as early as by 2020 [31]. Already in 2015 the digital marketing costs of the companies in the United Kingdom represented 40% of the total marketing costs [5]. Notwithstanding the rapid growth rate, level of awareness about the efficiency of the provided services is low, while there is no research on the characteristics of decision making on using particular digital marketing channels. Significant amount of practical information and research literature is not yet available owing the fact that the industry is newly formed and it grows rapidly. The industry grows so rapidly that by developing theoretical materials the included information might already be outdated, when it is published. For this reason the theoretical literature in this industry is related mainly to the general operating principles of the industry instruments and channels but the major part of the practical information and research literature focuses on the use of online tools. In addition to the obtained information authors express ideas that are based on their experience working with various digital marketing channels on a daily basis. The research described in this publication is the first research that has been performed in Latvia about the potential results that can be achieved using digital marketing channels. So far only research on the behaviour of the internet users in the internet environment in Latvia and on the purchase characteristic has been performed at the national level, while the results of research described in this publication are of practical relevance to the digital marketing sector companies as well as potential advertisers considering to use digital marketing channels.