What does Online marketing mean?

Online marketing refers to the set of marketing activities carried out via the internet and digital channels. Its goal can be to increase brand awareness, website traffic, lead generation, sales or customer relationships. It includes SEO, PPC advertising, content marketing, social media, email marketing, influencer marketing, affiliate marketing and marketing automation. A big advantage of online marketing is precise targeting and continuous measurement of results using data. Companies can thus track traffic, conversions, customer acquisition cost or return on investment and further optimize their activities based on the results.