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

And do we then measure it adequately in terms of saying, does it deliver to that objective, which is why I chose that influencer?

And I think that's where there's still a lot of ambiguity and there is still a lack of measurement options that are available to really understand that kind of impact that you get when you engage influencers.

The most recent article that I saw with War.

Which is published with L'Oreal and Meta, which just came out three weeks ago.

They are saying exactly what I think people should be talking about with influencer marketing, which is that you should be thinking of influencer marketing as just another marketing channel and treat it as you would any other marketing medium.

And you measure its outcomes and you measure the impact of the brand in similar ways, right?

So you look at the right media metric.

You look at brand Live studies, you look at econometric models like MMMs, but that reality doesn't change.

And therefore you are keeping influencer marketing and holding it to the same standards as you would any other marketing that you would be doing.

So, if I was a brand and I was doing a brand building campaign, which is pretty much upper funnel awareness or mid funnel consideration, I'm still doing an econometric modeling to say what's my ROI for every dollar that I spend.

Right.

So ultimately, whether I do long term brand building or immediate kind of conversion, there is still a sales component that kind of accrues for every dollar we spend.

And that's what we are measuring.

And that's the same reality now with influence and

Marketing as well.

So it's not about awareness because with awareness, I could do very easily brand piece of advertising, very efficient, you know, six-second YouTube videos just saying, look, here's my new product, check it out.

Right.

But influencer marketing, because of the kind of stories influencers tell, which is unboxing videos, product demos, they talk about their experience with the product, etc.

For me, influencer marketing is all about that mid-front.

Of consideration.

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