Global Potential of E-Marketing: Comparing the United States, Russian Federation and the European Union

The purpose of this article is to examine the developments in e-marketing in the three markets of the US, Russia and the EU. The brief overview of digital marketing is presented. An attempt is made to investigate the evolution and current state of digital marketing from the international marketing perspective in the US, Russia and the EU. The comparative analysis for the three markets under investigation is presented. The strategic effects associated with transition towards utilization of the electronic on-line sales and promotional channels are presented for the three global markets under investigation. Future potential of e-marketing is estimated for the above mentioned markets. The highest growth potential in e-marketing among the three markets under investigation is determined and discussed.