Ramanathan Vythilingam
speaker
390 appearances
1 recordings
1 series
first heard Jul 2026
last heard 13 Jul
Ramanathan Vythilingam’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.
Appearances
Absolutely.
Because again, the point you know that we keep talking about Joe is like ultimately, whether it is brand content or influencer content, the way people engage with it on the platforms they are on is the same in the sense that I'm still doom scrolling through TikTok.
And the core reality that all content needs to catch my attention, maybe pause for a few seconds to see what it is.
That reality doesn't change, whether it is brand content or
Influencer content.
Just because it's a piece of influencer content doesn't mean people are more likely to spend more time watching it.
It still has to be something that is relevant for me.
It is still something that I think I'm going to be interested to watch at least for five seconds.
It's about the choices that you make in the design of that content and all of that.
Some of the core marketing fundamentals don't change irrespective of type of content or marketing objective or channel.
And so on.
I mean to uh I I I think at at the more fundamental level, I think there is a role for influencer marketing in the advertising mix.
If we clearly kind of position it as this educational angle, like the fact that a consumer can make a more considered decision because they get more information about the product through this influencer kind of content, that's the role that it could serve, which is distinct from other kinds of advertising.
You know, all over the place, right?
So influence and marketing is where someone has influence to make me understand better about the product.
And therefore the product becomes part of my consideration set that when I might be in the market to buy, I'm more likely to buy.
Rory Sutherland keeps saying, you know, marketing is probabilistic, it's not deterministic.
So everything we do is looking to increase the charge.
Chances that we are likely to be remembered, likely we would be in the few brands that people would be willing to buy from when they have a need.
And when they are in the market to buy, they pick us up, right?
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