Video: Playing It Straight With Real Consumers
While many marketers say they want customers to control the conversation, Invisalign is actually taking that risk and making it work. The company doesn't just rely on paid spokesmen and scripted commercials to get its message across—it's also using real customers to spread the word about its teeth-straightening services.
That's what makes this marketing team Digital Trailblazers: The ability to not only use data to test and learn the best ways to strengthen its strategy to reach new consumers but also the willingness to turn to key influencers and social media to put out a multichannel message that is authentic.
To do this, the team combs through reams of data to create an audience strategy that helps it build models for finding interested consumers through digital advertising, video advertising and social media advertising.
"We seek out people who are already using our product today," says Kamal Bhandal, director of consumer marketing, North America, for Invisalign. "The stories that they tell—that's really the best way for us to get our story out there. There's so much power that comes with that type of story."
Here, Alma Salazar, associate director of marketing of Invisalign, and Niki Du, former senior digital marketing manager for the company, join Ms. Bhandal to discuss the power and the potential pitfalls of turning to consumers to spread their marketing message.
About the Sponsor
The Digital Trailblazers Series profiles some of the industry's most visionary digital executives—those pushing the boundaries in digital marketing. For more on this series, including intelligence and insights from Quantcast, visit the Digital Trailblazers Hub.
Quantcast processes real-time data at the intersection of commerce and culture, providing useful, actionable insights for brands and publishers. Through Quantcast Measure, they have unlocked the data generated by more than 100 million digital destinations, helping publishers and creators understand and grow their businesses in ways never before possible. With Quantcast Advertise, adaptive modeling and intelligent machines are utilized to help thousands of marketers around the world find and interact with customers anywhere they connect to the digital world. More information is available at www.quantcast.com.