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American Express’s marketing strategy leverages premium branding, targeted campaigns, and robust digital marketing to engage its audience and drive growth. This case study explores the marketing strategy of American Express, detailing their advertising campaigns, target audience, digital strategies, and recent news, providing comprehensive insights into their approach and effectiveness.
Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Updated on: Sep 16, 2024
As a part of the marketing strategy of American Express, the company combines traditional advertising with innovative digital campaigns, focusing on exclusive benefits, superior customer service, and rewarding experiences.
Key products include credit cards, charge cards, travel services, and financial management tools, with a focus on premium and exclusive benefits.
American Express's primary competitors are Visa, Mastercard, Chase, Citi, and Discover. This competition can highly impact the formulation of American Express’s marketing strategy.
In line with American Express’s digital marketing strategy, the company engages with its audience on platforms like Instagram, LinkedIn, and Twitter, using targeted content, influencer partnerships, and interactive posts.
A 2017 campaign faced criticism for its portrayal of a luxury lifestyle, leading to a reassessment of its marketing approach.
Keeping in line with the marketing strategy of American Express, the company collaborates with influencers and celebrities like Issa Rae to help promote its premium products and services effectively.
American Express aims to become the world's most respected service brand, providing exceptional customer service and innovative financial products.
Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.
Aditya has spearheaded IIDE’s B2B growth, forging partnerships with over 40 higher education institutions across India to upskill students in digital marketing and business skills. As a visiting faculty member at top institutions like IIT Bhilai, Mithibai College, Amity University, and SRCC, he continues to influence the next generation of marketers.
Apart from his marketing expertise, Aditya is also a spiritual speaker, often traveling internationally to share insights on spirituality. His unique blend of digital marketing proficiency and spiritual wisdom makes him a highly respected figure in both fields.