A marketing approach that tries to draw customers in using unobtrusive methods. The potential customer is in the decision part of the buying process and is actively searching for a product or service. We just need to make sure that our product is displayed before them at that time and this we do by optimizing for the same keywords the potential customer is typing into the search bar when trying to find the wanted product or service.

This strategy has a higher conversion rate than the traditional (push) marketing and often creates loyal customers or followers.