Inbound marketing involves purposefully creating a situation where the customer seeks out the sale compared to the marketer aggressively approaching the potential customer. It is comparable to baiting a fishing rod so that fish are attracted to it instead of chasing the fish down. It may involve tools like SEO (search engine optimization) or targeted advertising to catch the target customers' attention and tailoring the marketing to meet their current, specific needs. Digital marketing may include inbound marketing strategies, but it references the marketing process adapted to a digital world relative to one form of targeted marketing intended to bring customers to the marketer.