Online marketing includes all web-based marketing techniques. Alongside offline marketing, online marketing is a part of conventional marketing strategies and has become essential for every marketing concept. Different online marketing techniques are used to reach predefined goals like increasing brand awareness, purchases, or reservations. One of the main disciplines in online marketing is online advertising in the form of banners, pop-ups, or layer ads. Other important components of online marketing are search engine marketing, which can be divided into search engine optimization (SEO) and search engine advertising (SEA), as well as email marketing including newsletters, and social media marketing. Because of the increasing number of smartphones and mobile internet access, mobile marketing has also become an important discipline in online marketing.