Digital marketing in India first used the term in the 1990s and refers to the promotion of products or brands via electronic media such as the internet. It uses both pull tactics where consumers actively seek content as well as push tactics where marketers send messages without consent. Digital marketing saw rapid growth in India from 2011 to 2015. The benefits of digital marketing include lower costs than traditional marketing, faster execution and planning, easier sharing of content, longer shelf life of campaigns, and easier changes to campaigns. Key areas of digital marketing include search engine optimization, social media optimization, search engine marketing, and social media marketing.