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 I guess probably become even more clearer to me is this is the need for is the need for us to be even more clearer on the fundamentals and the fact that certain fundamentals don't change.

How we do marketing changes, but why we do marketing, like some of those fundamentals don't change.

And especially now with AI and the fact that it's changing every kind of workflow and the way I could do research and create a campaign and the way I could come up with product ideas, everything is kind of getting

Changed as a result of AI.

So the how we do those things keeps changing, but why we would do them and what good looks like, I think remains unchanged.

So for me, I think when I teach, the one of the things I keep trying to reinforce is this idea of don't get excited that, oh, I want to do influencer marketing.

It's fine, but tell me why.

That intentional thinking

I think is becoming even more important.

Um, where today brands can do anything, right?

Like I I remember days when I first joined Unilever when there was a constraint on everything.

I had to be choiceful.

Um, you know, anytime we wanted to do something, it took a long time.

Therefore, we had to be even more choiceful on which ones actually merited investing three, four months time to do.

Today, all of those constraints are gone, right?

Like I could I could create

A thousand pieces of content at the click of a button, I could do synthetic research and get data on the spot.

But the question then is becoming not so much about whether you do all of that, but whether you become intentional now on when and where and why would you start to really tap into certain things, right?

So, so so intentional choices, I think, becomes the reality in the world where.

We have unlimited resource and the ability to do anything that we ever wanted.

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