Internet Marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them.The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile
and traditional TV and radio. Online Marketing activities are search engine optimization (SEO), search engine marketing (SEM) , content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimisation, e-mail direct marketing, display advertising, e–books, optical disks and games,
and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones. The fundamental concept in Online Marketing is based on the inbound marketing approach or generally its called customer centric approach. According to the Digital Marketing Institute, Online Marketing is the use of digital channels to promote or market products and services to consumers and businesses.