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

Yeah probably.

You could probably do it much more easily and efficiently as just a brand.

And then which is brand content.

I think absolutely.

But as with all kind of marketing, it depends on a lot of factors.

And I think influencer marketing is one of those where it's quite complicated in terms of the number of vectors of decision making a brand has to make, right?

So do I go with influencers based on follower size?

Do I pick someone who's a fit with my brand?

Which platform should I activate influencers on?

What is the objective that I'm choosing an influencer for?

And there could be many such kind of

vectors of decision making, which actually makes it quite complicated in terms of how do you choose the right influencer and then what brief do you give them?

How much of control do you give them?

There's many, many things that make it really, really complicated.

We did some work in preparation for SMR.

And what we found is people now know that influencers get paid from brands.

It's not an unpaid video that they're creating.

It's almost like their income and therefore that's the job

They do and people are accepting of it.

But what that then means is they are a little bit more heightened sense of credibility that they're looking for.

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