Sunita Mohanty,Managing Director, Primus Partners, highlights that Primus Partners’ research reveals digital advertising as a decisive growth engine for India’s small businesses, driving visibility, efficiency, and measurable ROI. The study shows a clear shift toward data-driven marketing, AI-led optimisation, and platform-based outreach, with digital media steadily overtaking traditional channels. Despite ongoing challenges around cost pressures, skills, and ecosystem complexity, the report underscores that responsible AI, smarter targeting, and simplified frameworks will define how SMBs scale and compete by 2026.