In this chapter, readers will acquire the ability to classify online marketing within traditional marketing, plan the use of online marketing, differentiate between the various target groups of online marketing, identify different business models for different companies, distinguish between the objectives of information gathering and information provision, name the fundamental differences between outbound and inbound marketing, plan the lead management process, identify success factors in content and influencer marketing, recognize the importance of web monitoring and integrate it into online marketing, understand the customer relationship lifecycle as a framework for marketing, comprehend the necessity of a closed-loop approach for online marketing, and identify requirements for the organizational integration of online marketing.