“Consumers today is on the go, multitasking and reaching them is much more difficult than it used to be. Habits are changing high tech gadgets are a must and music and TV is dialed up on demand dictated by the consumers. Consumers are choosing how they want to interact with the environment on their turns. A trend that has created many challenges for companies that are seeking new customers. No longer do American Express has just a captive audience watching three networks or going to the mailbox as their only incoming source of information and correspondents. Consumers are choosing how they want to interface and interact. Marketers need to be where consumers want them. Consumers have various cards to choose from and repeat offers in the mailbox all over ruined with options and as a result, finding a good time to talk with marketers require more creativity. Today, there is too many messages, and American Express trying to figure out if anything getting through” (Kotler & Keller, n.d.).
In addition, “if American Express going to be successful as a brand and as a marketer, they need to understand where consumers are doing it, how consumers are spending their time, where consumers want to access information, and how can American Express engage them. American Express has be used in countries all over the world for decades. It simply grew up with the baby boomers’ generation and has earned its reputation as a card with distinction. Through the years, the company has consistently reached consumer by keeping in step with the changing needs of the population. They also has acknowledge that it is the consumers who really decide what American Express stand for and not the company pushing out marketing messages. Further, American Express belie...
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...me relationship early on. The company established this position years ago by being relevant to those same people when they were younger. For example, several people got their first American Express card during college because they had a very segment effort at college students to be the first card in wallet. Being a first card in wallet, several of their customers are loyal because the like the member since printed on the card. A pride reminder of their first years of financial independence” (Kotler & Keller, n.d.).
Lastly, in the future American Express say they will continue to study the marketing environment to try and find the next great marketing opportunity.
Works Cited
Kotler, P. and Keller, K. L. (n.d.b). American Express. (13th ed.). Pearson Learning Solution:
Retrieved April 18, 2014 from https://media.pearsoncmg.com/pcp/1256054992/video/index.html
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