Nowadays, people have a problem with the inaccurate understanding of e-marketing, where there is a common opinion, that is, behavior in which any type of marketing as a means of achieving a given goal can only be associated with promoting sales or advertising a product on the web. In addition, there is an inaccurate trend in the general opinion that marketing is reserved for the private sector only, so a large segment of the business population does not experience the function of public sector marketing at all, since "marketing is one of the most neglected and unexplored areas by public sector officials". (Kotler P., Marketing in the public sector, a roadmap for improved performance) The function of marketing in the state administration is very important, first of all in the presentation of services that inform the population that all products / services from the state administration bodies can receive, in acquaintance with rights and obligations, real-time consulting, growth of well-being of the general government, and most importantly, in approaching state administration to end users - all citizens of the Republic of Croatia. Emarketing has given a new impetus to the said marketing function, precisely to increase the potential of increasingly evolving digital technology. The Tax Administration's 'Bez računa se ne računa' marketing campaign has just linked all of the above mentioned state government e-marketing functions. She informed the population about the obligation to fiscal the bills and stated all the benefits that citizens have from a stable tax system. It has taught, and is still learning, the citizens of the provisions of the Fiscalisation in Cash Act by giving them the ability to file their received bills on the Web, which ultimately has a positive effect on voluntary tax filing through account fiscalization and thus has a growing impact on filling the state budget, while the organization of the competition gave additional impetus to the growth of citizen's motivation to participate.