3. Digital marketing strategies - with recommendations

3. Identify their digital marketing strategies and options and provide recommendations/suggestions with clear justifications (week 4 topic).

American Express continually highlights the benefits of being a card member, this is well reflected in their 2021 Global brand campaign called ‘Don't live life without it’. Each ad had QR code at the end allowing for a direct response whereby viewers could scan the QR code leading to their landing page. This also makes it possible for American Express to track the campaign using viewership technology.

Content marketing is also a strategy used by AMEX in various ways, through their YouTube channel AmEx provides informational content about their cards and service as well as business tips, insights and case studies. The company also has a blog called Business class trends and insight, through which they provide modern business education with insights, tips, and inspiration to help customers grow their

business (American Express, 2021). Additionally I would recommend for AmEx to implicate TikTok in their social media strategy in order to reach Generation-z. Which is a generation that is becoming of age and has a large spending power.

American Express offers four primary value propositions: Service, Easy usage, Trustworthy and a clear focus to create value.