Digital Refresh Networks is an integrated creative and digital marketing solutions company, focused on commerce and communication development for brands in India and abroad. As a one-stop shop of all solutions for digital & business development, Digital Refresh’s services include the complete suite of products offered by other digital agencies, as well innovative new offerings that the company rolls out at regular intervals. Having impacted over 200 brands across 30+ industries, having delivered 850 digital initiatives over the last decade, the company’s current roster includes some of the leading brands in the automobile, personal care, consumer products, food, and lifestyle sectors, as well as several Digital Refresh Networks is an integrated creative and digital marketing solutions company, focused on commerce and communication development for brands in India and abroad.
Barin Mukherjee, Co-Founder and CEO at Digital Refresh Networks (DRN) in a conversation with Medianews4u on the role of digital marketing, guidelines and future plans.
How is the post-pandemic time for DRN?
The post-pandemic time for Digital Refresh Networks (DRN) has pushed us to think and take a step ahead in re-structuring the strategies of our business. In a way, it has been impactful as we not only bagged the digital mandate for some of the leading brands from the FMCG, consumer to lifestyle sectors but also have introduced new members in the DRN family reaching the count to 130 employees. Having our offices in Mumbai, Bangalore, and Indore, the post-pandemic scenario has led us to explore the opportunity to expand our reach to Kolkata audience. Adding on to the accomplishments, we have successfully launched an altogether new segment called ‘Digital Influence’ in January 2021. This offering is introduced to the brands to leverage their reputation and credibility through relevant media articles on the digital domain. Overall, it has been an excellent time for us at DRN.
Being in the position where you are connected with both, brands as well as consumers, what are the changes (behavioural and psychological) you witnessed post-pandemic?
I have noticed that brands are majorly opting for having an effective online presence as most of the target consumers are operating digitally. Consumers across the globe are looking at products and brands through a new lens. I have observed that people are responding in a variety of ways and have differing attitudes, behaviours and purchasing habits. However, it is equally true that people across the globe are afraid as they strive to adapt to a new normal. Considering the given situation, the days of one-size-fits-all marketing are over. It is the need of the hour to offer a digitally-driven holistic approach with customised marketing strategies for the growth of the brands and businesses.
What role does digital marketing play in business expansion?
Digital Marketing has transformed the marketing landscape. The major role of digital marketing is to help the brand and business garner new traffic, leads, and sales by reaching the right target people looking for the specific products and services. It is crucial to offer a tailor-made plan to every brand considering its objective and aim. It is equally beneficial to guide the brand and business in order to achieve their desired results with communicating an effective message to the audience via the right digital platforms. Also, it is truly said that digital marketing is one of the cost-effective ways to highlight your brands on digital domain.
Government has regulated new guidelines for Social Media, what is your opinion on the same?
There was a need to have a mechanism in place for smooth functioning and security of the internet user. The new guidelines regulated by the Government are apt and the major need of the hour. We have been noticing how social media platforms are being exploited at every possible level. The Internet is filled with fake news with no authenticity, with the introduction of the new policies, people have been cautious with the platform operations. One checks the information before forwarding it to others. It is making social media a much safer, credible and a positive place moving in the right direction.
What are your future plans and programs?
With the launch of Digital Refresh Networks in Kolkata, we also aim to expand our offerings to Delhi soon. Also, we are in the closure stage of acquiring some additional renowned brands and are all set to offer our integrated creative and digital marketing solutions to them.
