Image by ilanshatz from Pixabay | for representational purpose only
Lenni Samuel
Dimapur | June 18
As online markets take center stage, the competition for visibility on screens is intensifying. Businesses across Nagaland are increasingly relying on digital platforms to market their products and services. Entrepreneurs now see online marketing not just as effective but, in many cases, indispensable. The rise of nontraditional platforms has opened new ways for businesses and consumers to connect, ways that were previously impossible.
Global windows for local businesses
The rise of digital platforms has not only transformed business marketing but also boosted the visibility of local entrepreneurs. Businesses once limited to local markets can now showcase their products, services and ideas to a far broader audience.
“Technology today has created a level playing field where anyone, from any corner of the world, can create content and reach a global audience. We are no longer limited by geographical barriers like mountains, rivers, or oceans,” says Atoba Longkumer, Co-founder and CEO of Tabernacle Technologies. Based in Nagaland, the software company started with the goal of simplifying paper-based records and manual accounting systems, primarily for churches.
Longkumer called the internet a game changer for Nagas, enabling businesses to build products, market digitally, and serve customers across regions. He also noted that easy access to online resources has greatly expanded learning and skill development opportunities, allowing people to gain knowledge once difficult to obtain.
Abokali Jimomi, proprietor of Infinity Organic and founder of Organic Nagaland, shares a similar view. She said the growth of the internet and social media has fueled a rising entrepreneurial culture among young people and brought greater recognition to local businesses and entrepreneurs.
“Our society’s view in general seems to be more open towards local businesses and entrepreneurs than a decade ago, where the only form of respected employment was a Government Job,” she said.
While welcoming the increased visibility of Naga entrepreneurs, Jimomi noted that the state’s private sector remains at a relatively early stage of development and has yet to make a significant impact on the wider economy.
“The world recognizing our entrepreneurs is a positive thing, although we are still on at the nascent stages of trade and commerce,” she said.
However, she cautioned against “profit for profit's sake” and development driven by “mindless production and consumption,” especially amid the growing global climate crisis. Asking, “Development for whom?” Jimomi stressed that greater exposure and business opportunities must come with responsibility, ethical practices, and a conscious effort to protect Nagaland’s limited natural resources and vulnerable biodiversity.
The online market fever
As businesses adapt to changing consumer habits, digital platforms have shifted from being a marketing add-on to the primary means of promotion.
Drawing on 14 years of business experience, Zedino Seyie, co-founder of Toudi, believes online marketing has largely overtaken traditional methods, especially in sectors like furniture, electronics and home appliances. In her view, balancing online and offline marketing is no longer realistic for businesses like hers, as digital tools now far outperform traditional approaches.
Despite the rapid digitization of markets, Zedino notes that one traditional method still works: word-of-mouth. Since Toudi sells household products and home appliances, purchasing decisions are often shaped by personal networks, with recommendations spread from wife to wife, mother to mother, sister to sister and friend to friend.
Abokali agrees. She says most marketing by small businesses now happens online, with few offline efforts remaining apart from word-of-mouth among friends, relatives and existing customers.
Challenges of online marketing
Entrepreneurs note that visibility does not always lead to sales. Converting online engagement into genuine customer trust remains a major challenge of digital marketing.
For Zedino, this is especially clear in the furniture business, where customers often prefer to see, touch, or experience products before buying. Yet, she says, many are either unable or unwilling to visit the store in person.
“So you want to touch and feel the product, you want to see the product first but at the same time you are not at liberty or with the luxury to come to the store physically,” she explained.
She added that trust is a two-way street. Businesses must earn the confidence of online customers while also managing the uncertainty of dealing with first-time buyers. Recreating a store's physical presence, atmosphere, and credibility through digital platforms remains one of the toughest challenges in modern retail.
A similar concern was raised by Jimomi, who observed that attracting attention online is often easier than turning that attention into actual purchases. “There is a lot of noise out there in online platforms in terms hypes, trends, people showing interest but the challenge is to convert this interest to leads that converts to purchase,” she says
According to Jimomi, the challenge lies in reaching the right audience and turning interest into meaningful engagement that drives sales. She emphasised that consistency, quality service, genuine interaction, and addressing gaps in demand are crucial for businesses looking to stand out in an increasingly crowded digital marketplace.
Jimomi also advocates for localized production to serve local populations whenever feasible, noting that many sustainable businesses worldwide are increasingly focusing on local markets to reduce transport costs and carbon footprints.
For her, the future lies in environmentally responsible businesses that are sustainable for generations to come. “Opting for green and sustainable businesses is the way forward,” she says.
Beyond the government job mindset
According to Longkumer, Nagaland is at the intersection of changing economic realities. The traditional “government job versus unemployment” mindset, he says, is increasingly colliding with the digitization of work, the growing value of local products, and the rise of small, specialized service businesses.
“That creates opportunities for youth willing to build practical skills instead of waiting only for formal employment,” he adds.
Longkumer identifies digital services, such as web and app development, UI/UX design, video editing, game development, SEO, and digital marketing, as sectors with strong potential for self-employment and scalable jobs. He also points to opportunities in agri-food processing, skilled trades, media and content creation, and healthcare-related services.
“Many of these areas are still overlooked because society remains heavily focused on government jobs and degrees, while the global economy increasingly rewards practical skills, digital capability, communication, and entrepreneurship. The biggest opportunities today are often in skill-based and problem-solving sectors, not just traditional career paths,” he says.
Bridging the Digital Divide
Despite technological advancements, Longkumer believes a significant digital gap still exists within the state.
“While technology and internet access have improved, many people, especially in rural areas, still face challenges like poor connectivity, lack of digital literacy, limited access to devices, and low awareness of how to use technology productively,” he says.
According to him, the issue goes beyond internet access alone. “The gap is not only about access to the internet but also about the ability to use digital tools effectively for education, business, communication, and employment,” he adds.
To bridge this divide, Longkumer advocates for better rural internet infrastructure, digital literacy programs in schools and communities, greater device access through initiatives like a “One Student, One Laptop” policy, and more skill-based training in areas such as digital marketing, freelancing, and AI tools.
Preparing for a digital future
Looking ahead, Longkumer believes that as technology continues to evolve, the ability to adapt and learn continuously will become increasingly important.
“To make the best use of digital and technological advancement, I believe Naga society must develop a mindset of continuous learning, adaptability and innovation,” he says.
He identifies artificial intelligence as a transformative force comparable to the rise of the internet itself. “AI is creating a major paradigm shift similar to how the internet transformed the world decades ago,” he notes. “It is changing the way people learn, work, communicate, create content, run businesses, and solve problems.”
Longkumer argues that young people who learn to use AI tools effectively will gain a significant advantage in education, entrepreneurship and employment. He also advocates for greater digital literacy, skill-based learning, local content creation, investment in better internet infrastructure (especially in rural areas), and the responsible use of technology including awareness of misinformation and online safety.
The writer is currently a postgraduate student in Political Science at Madras Christian College, Chennai. Her academic coursework includes Public Opinion, Media Strategies and Political Journalism. This report is part of her one-month internship at The Morung Express.
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