Digital marketing : The oxygen of modern business

Shamurailatpam Deepa Devi *

“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.”
— Stuart H. Britt

It might sound funny, but it’s absolutely true. And in today’s fast-paced world, choosing the right advertising medium is not just important, it’s essential.

Advertising comes in many forms It might be in print, electronic, and digital. But today, when everyone from kids to the elderly is glued to their phones, the power and reach of digital media is simply unmatched. Think about it, digital platforms offer a massive opportunity to connect with your audience, build your brand, and grow your business.

Do you remember the last time you bought clothes or any other item ? Chances are, 60% of you made that purchase online. You saw it, you liked it, and you bought it. But where did you first see it ? For many, the answer is, the internet or social media platforms.

That’s the power of digital marketing. The brands you buy from are actively advertising through digital channels, be it social media ads, influencer collaborations, or targeted cam- paigns. Even if you bought from platforms like Amazon or Myntra, those platforms themselves are built on strong digital marketing foundations. They showcase products in ways that make them easy to discover, desirable, and just a click away.

“Every business needs marketing, and marketing is about telling the right story or promoting our product at a place where my target audience is available,” says Chingakham Priyobrata Singh, Co-founder and Chief Consultant at Neo-path, an IT company and a pioneer in Digital Marketing. His words emphasize the importance of not just being present online, but being strategic and intentional about how and where you communicate your brand.

Digital marketing is no longer optional, it's a necessity. It refers to the promotion of products, services, or brands through digital channels such as search engines, websites, social media platforms (like Facebook, Instagram, You-Tube, Twitter, LinkedIn), email, and mobile apps. It’s fast, flexible, and capable of reaching the right people at the right time.

Brands like Amazon, Myntra, Nykaa, and Zomato are perfect examples of companies that have invested heavily in digital platforms and the results speak for themselves.

If your business is not on the internet, then your business will be out of business — Bill Gates

And he truly proved it, not just through his tech empire, but also through unexpected moments. Take the story of Dolly Chaiwala from Nagpur. A humble tea seller, Dolly went viral on social media for his unique style, personality, and charm. He was already gaining popularity online, but everything changed when Bill Gates himself was seen drinking tea from Dolly’s stall.

That one moment catapulted him into a whole new level of fame. Now, think about the power of digital media. Dolly didn’t even use any planned strategies or paid promotions, but still, he gained massive visibility. For businesses, imagine what can happen when you combine what you have to offer with the right strategy and right platform.

One of the biggest advantages of digital marketing is the wealth of insights it provides. It allows businesses to reach a vast audience without geographical limitations, and enables precise targeting based on age, gender, interests, location, occupation, and even income levels. This kind of detailed targeting makes it easier to connect with the right customers, effectively beco- ming the oxygen of the modern market.

What’s more, digital marketing has empowered small businesses like never before. Unlike traditional marketing, which often requires physical spaces or events, digital platforms allow businesses to operate from home and still reach a wide audience. There are no boundaries when it comes to location, social media ads can be targeted to specific areas, ensuring your message reaches the right people at the right time.

In addition, the cost of running digital ads is significantly lower than traditional media like TV or print, making it a smart and affordable choice for startups and small enterprises. In today’s world, digital is not just an option, it’s the right medium.

The Rise of Internet Marketing in India

Digital marketing has transformed businesses across India, and Manipur is no exception. According to the search engine India screen for 4 to 5 hours a day. With increasing inter-net penetration, smart- phone usage, and social media adoption, digital marketing has become a must-have strategy for brands, startups, and even local businesses.

India is one of the largest digital markets in the world, with over 900 million internet users as of 2024. This digital revolution was fueled by affordable internet and smartphones, particularly after the Jio revolution (2016), which made data cheaper and brought millions of users online. Platforms like WhatsApp, YouTube, Instagram, and Facebook dominate user engagement.

The rise of e-commerce has also transformed the way Indians shop, with platforms like Flipkart, Ama- zon, and Myntra leading the way. Additionally, the Indian Govt has promoted di- gital adoption through initiatives like Digital India, Make in India, and Startup India.

Influencer and video marketing have also gained immense popularity. Platforms like Instagram Reels and YouTube Shorts are redefining advertising, signi- ficantly impacting businesses in sectors like healthcare, education, fashion, and hospitality.

In Manipur, digital marketing experienced a significant surge during the COVID-19 pandemic (late 2020s), when many small businesses, such as boutiques, food vendors, and jewellery shops, began operating online. Since then, a wide range of sectors across the State have embraced digital platforms to grow and promote their businesses.

One standout example is NUPI, a fashion and styling brand well-known for its beautiful sarees. NUPI has become a household name, especially among working women in Manipur. Even local celebrities and influencers have been seen proudly wearing NUPI sarees, making it not just a fashion statement but a symbol of identity and pride.

The brand’s success is due not only to its stunning designs but also to its effective use of digital marketing. NUPI consistently promotes its products through Instagram Reels, creating memorable and relatable content that has resonated with its audience. In fact, one of its most popular campaigns led people to affectionately refer to their sarees as “Ma’am Saheb Saree”, a phrase that has now become a part of local digital culture.

Businesses that embrace a digital presence grow faster and reach more customers, while those that ignore online marketing risk falling behind. In today’s digital era, shopping behaviours have shifted, fewer people visit physical stores, as online shopping has become the preferred choice for many.

Fewer people are going to the bazar now, except for essentials like groceries and food items. Many clothing sellers have shifted their presence online, while those who haven't are still struggling to keep up. Digital marketing is evolving rapidly, with artificial intelligence (AI) playing a major role in streamlining tasks and enhancing efficiency.

Many young professionals are now pursuing careers in this field, recognizing its growing relevance and potential. In fact, a large number of skilled youths are actively freelancing in digital marketing, contributing to its dynamic and ever-expanding landscape.

Digital marketing firms have emerged as some of the fastest-growing companies today, often referred to as "sunrise industries" due to their rapid rise and promising future. Recognizing the impact of digital platforms, many businesses have started hiring dedicated Social Media Mana- gers to build and maintain their online presence.

From small startups to large enterprises, digital marketing is no longer optional, it's a necessity. In an increasingly digital world, companies that fail to embrace this transformation may find it difficult to keep up with competitors. The future is undeniably digital, and businesses must evolve to survive and thrive.

In conclusion, digital marketing is not just an option, it is the lifeline of modern businesses. It allows brands to connect with their audience efficiently, cost-effectively, and in real-time. This is why I firmly believe that digital marketing is the oxygen of business.