Online marketing has become an essential component of modern enterprises because it allows them to reach a larger audience and communicate with potential customers in a more efficient and cost-effective manner. In recent years, the use of various online marketing tools has grown in popularity, and businesses are employing a variety of techniques to efficiently target consumers. The purpose of this article is to examine the efficiency of various online marketing strategies as well as their impact on consumers. This study examines the rise of online marketing and its implications for businesses. Online marketing is the promotion of products and services using digital channels such as social media, search engines, email, and websites. The study delves into the evolution of online marketing, its advantages and disadvantages. The review of the literature focuses on the efficacy of various online marketing strategies such as social media marketing, search engine optimisation, email marketing, and influencer marketing.