39 min
"Don't stop questioning" TV Naarayan, Head of Marketing, Paypal India High on Stories
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- Marketing
For TV Naarayan, Head of Marketing, Paypal India, marketing has always been the first choice and it surprises him to no extent when he hears terms like ‘Influencer Marketing’ or ‘Digital Marketing’ thrown about.
That’s because he feels these forms of marketing have always existed, and marketers have a bad habit of renaming old trends with new names. At the same time, he cautions us, “Don’t confuse a celebrity with an influencer. An influencer is a person who has credibility built over a period of time.“
When we asked him to name his favorite marketing brands, he says, “Swiggy is extremely good at their messaging, they’re able to go to the core of their feature and bring out its benefit. Similarly, if you were to ask any Indian where would they park their money for long-term stability, they’d probably say State Bank of India. That is the power of their brand.” However, he feels marketers must stop chasing small metrics for the larger story.
“Marketers must not lose sight of the bigger picture and settle for leads in the short-term. Rather, they must humanize their messaging, because the customer is a human too.“
His one piece of advice to the younger marketers? “Never stop questioning. It doesn’t matter if the person sitting next to you is a manager or is three levels above you. When you begin asking questions, you learn more. And, no matter how young you are, you must have an opinion that you must share.“
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This is High on Stories, the place where we bring you the best stories from around the world!
For TV Naarayan, Head of Marketing, Paypal India, marketing has always been the first choice and it surprises him to no extent when he hears terms like ‘Influencer Marketing’ or ‘Digital Marketing’ thrown about.
That’s because he feels these forms of marketing have always existed, and marketers have a bad habit of renaming old trends with new names. At the same time, he cautions us, “Don’t confuse a celebrity with an influencer. An influencer is a person who has credibility built over a period of time.“
When we asked him to name his favorite marketing brands, he says, “Swiggy is extremely good at their messaging, they’re able to go to the core of their feature and bring out its benefit. Similarly, if you were to ask any Indian where would they park their money for long-term stability, they’d probably say State Bank of India. That is the power of their brand.” However, he feels marketers must stop chasing small metrics for the larger story.
“Marketers must not lose sight of the bigger picture and settle for leads in the short-term. Rather, they must humanize their messaging, because the customer is a human too.“
His one piece of advice to the younger marketers? “Never stop questioning. It doesn’t matter if the person sitting next to you is a manager or is three levels above you. When you begin asking questions, you learn more. And, no matter how young you are, you must have an opinion that you must share.“
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This is High on Stories, the place where we bring you the best stories from around the world!
39 min