In mid-April 2020, India’s first COVID-19 lockdown was extended into a second phase that ran until 3 May. Nobody knew how long the restrictions would last or what business would look like afterwards. Shops, offices and factories stood still, and many business owners found themselves with time on their hands and no clear way to reach their customers.
We wrote this article during that second phase. Our view then was that the lockdown was exposing a sharp divide. On one side were businesses with a strong digital presence and a planned approach to digital marketing. On the other were businesses with no website, no social media and no plan for reaching customers without face-to-face contact. We urged business owners to use the lockdown creatively to close that gap.
Six years later, that divide has only become more important. This updated article looks at what the lockdown revealed about digital readiness and sets out a practical roadmap for any business, especially small and mid-sized ones, to become digitally versatile.
What the Lockdown Revealed: Two Kinds of Businesses
When physical business came to a halt, companies quickly fell into two groups.
The Digitally Super Active. These businesses, whether small, mid-sized or large, already had a strong online presence. They had a working website, active social media channels, a good online reputation and a planned approach to digital marketing. During the lockdown they kept engaging customers, partners and employees through content, updates and direct communication. They could scale their spending up or down to match conditions and recover faster when restrictions eased.
The Digitally Absent. These businesses had never built a digital presence, or had recognised its importance but never taken the first step. They depended on walk-in customers, field sales, dealer visits and traditional media. When those channels shut down, they had no way to reach their customers. Many small businesses, SMEs and start-ups in this group struggled badly, while larger firms relied on contingency plans and reserves to get through.
The lesson was clear. Digital presence was no longer a nice addition. It had become essential to staying relevant and competitive.
Why Digital Versatility Still Matters
The habits formed during the lockdown did not reverse when restrictions ended. They accelerated.
India now has 958 million active internet users, according to the Internet in India Report 2025 by IAMAI and Kantar. That report also found that 44 per cent of users have used AI-enabled features such as voice search, image search and chatbots. Among urban internet users, around 230 million people, or 56 per cent, shopped online in the past year, with quick commerce and social commerce growing alongside traditional e-commerce.
Digital access has also spread well beyond cities. Rural India now accounts for about 548 million active internet users and is growing at nearly four times the pace of urban India.
For businesses, this means customers, dealers, suppliers and employees are all online, and they expect businesses to be there too. A company that cannot be found, contacted or trusted online is at a disadvantage in almost every market.
What Does “Digitally Versatile” Mean?
A digitally versatile business can reach, sell to, serve and communicate with its customers through several digital channels, and can shift quickly between them when circumstances change. It does not depend on a single channel, platform or way of working.
Digital versatility is not about being on every platform. It is about having the right foundations in place, using them consistently and being able to adapt when a channel is disrupted, whether by a lockdown, a platform change, a supply problem or a new competitor.
Where Does Your Business Stand? A Simple Digital Maturity Check
| Level | Description | Typical Signs |
| 1. Digitally absent | No meaningful online presence | No website, no business listing, customers reach you only in person or by phone |
| 2. Digitally present | Basic online presence, rarely updated | A static website, inactive social media, no clear way to enquire or buy online |
| 3. Digitally active | Regular activity across a few channels | Updated website, active social media, some content, basic lead capture |
| 4. Digitally versatile | Planned, integrated and measurable | Multiple connected channels, online sales or enquiries, customer data, regular reporting and the ability to adapt quickly |
Most businesses today sit at level 2 or 3. Moving to level 4 does not require a large budget. It requires a clear plan and consistent effort.
A Practical Roadmap to Becoming Digitally Versatile
1. Build a Strong Website Foundation
Your website is the centre of your digital presence. It should load quickly on mobile phones, explain clearly what you offer, show proof such as client names, certifications and testimonials, and make it easy to enquire, call, message or buy. Ascent’s UI/UX and design services help businesses build sites that convert visitors into customers.
2. Make Sure Customers Can Find You
Set up and maintain your Google Business Profile, list your business on relevant directories and invest in search engine optimisation. Many customers now search by voice and in their own language, so your content should reflect how people actually speak and search.
3. Choose the Right Social Media Channels
Focus on the platforms your customers use. A B2B manufacturer may get most value from LinkedIn and YouTube, while a consumer brand in smaller towns may do better with Instagram, Facebook and regional-language YouTube content. See Ascent’s social media marketing service.
4. Create Useful Content and Video
During the lockdown, people spent more time learning online. That habit has stayed. Product demonstrations, how-to videos, customer stories and expert advice build trust and keep your business visible. Ascent’s content marketing and video marketing teams can help, and our article on the power of video content explains why it matters.
5. Open Direct Communication Channels
WhatsApp Business, email newsletters and SMS let you reach customers directly, without depending on a platform’s algorithm. They proved essential during the lockdown for taking orders, sharing updates and staying in touch with dealers. See Ascent’s WhatsApp marketing and email marketing services.
6. Enable Online Enquiries, Orders and Payments
Even if you do not sell online in the traditional sense, customers should be able to request a quote, book a demo, place an order or pay digitally. UPI and digital payment links make this simple, even for small businesses.
7. Capture and Use Customer Data
Keep a simple customer database or CRM that records enquiries, purchases and follow-ups. This helps you understand your customers, personalise communication and keep relationships going when face-to-face contact is not possible. Always collect and use data responsibly, in line with India’s data protection rules.
8. Equip Your Sales Team and Channel Partners Digitally
Give dealers, distributors and field teams digital tools such as product catalogues, short videos, shareable content and lead-sharing systems. This keeps your sales network active even when travel and meetings are restricted. Ascent’s technology-led engagement service supports this for rural and semi-urban networks.
9. Measure What Matters
Track website visits, enquiries, conversions, cost per lead and sales from digital channels. Regular reporting helps you see what is working and shift budgets quickly when conditions change. Ascent’s conversion rate optimisation and growth marketing services focus on turning activity into results.
10. Build Digital Skills and Adopt New Tools Carefully
Train your team in the tools you use, and explore AI tools for tasks such as drafting content, answering common queries and analysing data. Adopt them with care, checking accuracy and keeping a human in charge of customer communication.
Common Mistakes to Avoid
Several mistakes slow down digital progress. Some businesses build a website and never update it. Others open accounts on every platform and then leave most of them inactive. Many post content without a clear goal or a way for customers to take the next step. Some rely entirely on one platform, only to lose reach when that platform changes its rules or, as with TikTok in India in June 2020, is banned altogether. Finally, many businesses never measure results, so they cannot tell what is working.
An Illustrative Scenario: A Regional Manufacturer Goes Digital
Consider a mid-sized pump manufacturer in Gujarat that sells through dealers across three states. Before 2020, almost all of its marketing was dealer meets, trade fairs and printed catalogues. When the lockdown hit, sales stalled because dealers could not visit the factory and the sales team could not travel.
A digitally versatile version of this business would look very different. Its mobile-friendly website would include product videos and a dealer locator. Dealers would receive product updates and ready-to-share videos in local languages on WhatsApp. Farmers and contractors could request quotes online, and leads would go straight to the nearest dealer. Monthly reports would show which regions and products were generating enquiries. If trade fairs or field visits stopped again, the business could keep selling with minimal disruption.
How Ascent Helps Businesses Become Digitally Versatile
Ascent Brand Communications has spent more than 25 years helping brands, from MNCs to regional businesses, reach customers across urban and rural India. We help businesses assess where they stand today, build the right digital foundations and create a plan that connects digital channels with their existing sales and distribution networks.
Our strategic digital marketing and strategic marketing consulting services cover everything from strategy and website development to content, social media, search and measurement. You can see examples of our work in our digital marketing case studies.
For a look at the broader marketing lessons from the pandemic, read our companion article, Digital Marketing – An Open Door in the Lockdown Period. If you are evaluating partners, our guide on 10 important points to consider while selecting a digital marketing agency may also help.
Frequently Asked Questions
What does it mean for a business to be digitally versatile?
A digitally versatile business can reach, sell to and serve customers through several connected digital channels, and can shift between them quickly when circumstances change. It does not rely on a single channel or platform.
Why did some businesses cope better with the COVID-19 lockdown than others?
Businesses that already had an active digital presence, including a website, social media, direct communication channels and a planned marketing approach, could keep engaging customers when physical operations stopped. Businesses without that presence had no way to reach customers and struggled more.
How can a small business start building its digital presence?
Start with a mobile-friendly website and a Google Business Profile. Then choose one or two social media platforms your customers use, set up WhatsApp Business, and create simple, useful content about your products and services.
Does becoming digital require a large budget?
No. Many of the most important steps, such as setting up a business profile, WhatsApp Business, basic social media and digital payments, cost very little. The key is consistency and a clear plan.
How long does it take to become digitally versatile?
It depends on where a business starts. Most businesses can build strong foundations within a few months and then improve steadily through regular content, measurement and refinement.
Conclusion
The second phase of the 2020 lockdown gave many business owners an uncomfortable but valuable lesson: a business without a digital presence is a business that can be switched off overnight. The companies that were already digitally active kept going and recovered faster.
That lesson applies well beyond pandemics. Platform changes, supply shocks, new competitors and changing customer habits can all disrupt business at short notice. Becoming digitally versatile is how businesses stay reachable, relevant and resilient, whatever happens next.
If you want to assess your digital readiness and build a practical plan to strengthen it, Ascent can help.
Talk to Ascent About Making Your Business Digitally Versatile
