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

To be honest, I think the the the uh e even if they don't rebel, you know, explicitly just in the choices that they make and if if it starts to show up in business results, that would automatically I think, you know, drive that narrative.

And I think that's a more powerful way of making brands change rather than uh yeah, anything else or so.

Which again goes back to the point on how how are we measuring the outcomes?

Right.

Like today when I hear influencer marketing and so many of these industry events where influencer agencies come to present their capabilities, they are only talking about things like engagement metrics.

Organic social is the other one, where you expect the algorithm to give you more reach without paid media because you're on trend or you're topical or something.

All of those have

Zero impact on kind of brand outcomes, right?

Organic reach is going to be tiny proportion for a couple of days at best.

And engagement metrics don't correlate with brand outcomes.

So again, we need to come back to things like what are the metrics that matter when we measure influencer content, which is the same as any other digital content.

Do you look at brand of studies?

So campaigns that leveraged influencer content.

And did I see a better performance on mid-funnel attributes, brand for me, affinity, message association, et cetera?

And are you also then looking at longer-term econometric models to say for every dollar you invest on influencer marketing, what's the incremental ROI that it generates?

Not as a way to decide whether you invest or not, but what are the drivers of success?

Campaign.

campaigns that did better, what were they doing versus campaigns that didn't?

And what can we learn from that so that we keep improving our conversations on on what we do as a brand?

I was I was reading this this term that's um what it was called linguistic relativity.

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