Online marketing tools have been a saving grace for many small to medium-sized businesses. Online marketing tools offer businesses the ability to automate repetitive tasks, collect data, optimise campaigns, and to improve organisation in general. These benefits assist businesses in reaching a broader audience to level the playing field between them and well-established businesses and companies. Although many online marketing tools have paid package options for businesses, many offer free versions of the marketing tool. This is extremely useful for start-ups and small businesses that do not have the budget for an expensive marketing tool or even a marketing team.