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 over the last 12 months — 1 in all, peaking in Jul 2026 with 1.

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Looking Outside · Who are 'influencers' influencing? (Marketers.) - Marketing Professor Ramanathan Vythilingam · 13 Jul 2026 podcast

I should expect people to watch a few seconds in the beginning at most, if I was able to hook them early and be able to give them something relevant in the first few seconds to watch.

But if I do that well across multiple touch points, taking into account the content consumption behavior on each of those touch points and design content to be right in that touch point, then at an aggregate level, I would achieve my brand output.

outcomes rather than expecting

Oh, influencer marketing now is going to do everything for me, right?

And therefore, I will overinvest on influencers on TikTok, expecting that one channel to give me outsized outcomes.

I think that's wrong.

Uh, you should expect people are gonna skip your influencer content as well, right?

And and therefore, is the influencer doing right by the channel to be catching attention, being clear on which brand they're talking about and what message.

Which they want people to take out and be easy to process that information because nobody's paying active attention to most content anyway.

Then the obviously the omni-channel, you know, reality and the multiple touch points, and are you able to, you know, cohesively come across as one brand across all of them?

All of that becomes even more important in the world that we are in now.

And I think it's all about

You know, it's all a numbers game and it's all a probability game, you know, anyway.

It's also about how the brand and the product is integrated in that first two, three seconds, right?

Like, do I just, you know, put a logo in the top left-hand corner of my video and say, look, I've done my branding in the first two seconds?

Or is it integrated into the story whereby I cannot tell the story without the product or the brand?

I think it becomes the

key consideration.

Even with brand advertising is the same challenge, right?

Like I've heard many brands wanting to avoid showing the brand or the product early in brand advertising because they are like, oh, as soon as somebody sees the brand, they're gonna think it's an ad and they're gonna skip.

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