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

Because I think this idea of education is needed to drive mid-funnel consideration metrics.

And therefore I would work with influencers.

And therefore I

Influencers who have a certain level of expertise, and I'm gonna work with more of them and I'm gonna adequately support it.

And therefore, those campaigns will overindex on influencer spend.

And there's probably a lot of other campaigns where my product has been there in the market for many, many years.

People know about the product already.

All I want to do is maintain salience and awareness of my product.

And therefore, I might not do influencers for very valid reasons.

So at an aggregate level,

you might see different numbers on how much I spend between brand versus influencer.

But that's almost like a bottom-up result rather than or top down.

So I think this this thing about, you know, thing has to go back to again.

c kind of you know, intentional choices of when and where and why.

Maybe I'm I'm launching a new brand in a new market and maybe influencer marketing is an effective way to introduce that product to the market.

But I'm a big established brand in the market.

I'm the market leader with, you know, more than fifty percent market share.

Maybe I don't need influencers because everybody knows about my product and it's just about salience and refreshing memory structures and brand associations, which is fine as well.

So again, it's a it's gotta be an intentional choice.

at point by point and case by case, rather than being a blanket mandate where an entire organization is now gonna completely pivot onto something.

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