“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 believes this attribute has been the number one core of the company’s success for over a 150 years, knowing where consumers are going, understanding their new needs, their evolving needs, and coming up with new ways to satisfy those needs have been really at the heart of American Express from the beginning” (Kotler & Keller, n.d.).
However, “in the beginning back in 1850, American Express was a freight forwarding company and years later the company introduced the very popular travelers’ check then came charge cards. It was the preferred card for business travelers for decades, but as population grew up and customers’ needs started to change the company realized that offering one card was not enough. As consumers became more sophisticated, the need to be treated as an individual became more apparent. As a result, the new cards like the gold card, the platinum card, and more recently the supreme card that increasingly met the needs of different segments in differentiated ways. This example is how American Express took what was a great original product, the green card, their personal card, and enhanced it over the years to meet the needs of different segments within the marketplace” (Kotler & Keller, n.d.).