In marketing, lead generation would be the generation of purchaser interest or inquiry into products of a business. Leads can be devised for purposes such as list building, e-newsletter list acquisition or regarding sales leads. The strategy for generating leads typically belong to the umbrella of advertising, but may likewise incorporate non-paid sources such as organic search engine or referrals through existing customers. Lead generation would be the process of making contacts which may lead to a sale or other favourable final result. Online Lead Generation is described as the opportunity to make well-matched associations between consumers and companies.