Web marketing is the all encompassing generalized term for marketing practices that are performed online. It covers a comprehensive range of business activities which include (but are not limited to) search engine marketing, social media marketing and email marketing as well as many types of display advertising or mobile advertising and it even includes affiliate marketing. The ultimate aim of web marketing is to generate sales leads and sell products or services by generating interest or awareness.
In the same way that traditional offline marketers try to get the interest of their target market or niche, web marketers attract their target customers by delivering promotional messages to their consumers as part of a comprehensive web strategy. The main advantages of web marketing over traditional marketing practices are the almost instant results, the reduced time to split test copy using software and lower costs compared to posting out thousands of letters.