What is the decision facing American Express and what are the alternatives? (promotional strategy and integrated communication)
The decision facing American Express regarding its promotional strategy and integrated communication can involve several alternatives. To understand this, let's break it down into two parts:
1. Promotional Strategy:
The decision here revolves around how American Express will promote its products and services to its target market. The alternatives could include:
a. Traditional Advertising: American Express might consider using traditional advertising channels like television, radio, print media, billboards, etc., to reach a broad audience.
To find more information about American Express's promotional strategy and if they are currently using traditional advertising, you can:
- Visit American Express's official website and look for their marketing or advertising section. Companies often provide details about their current promotional activities on their website.
- Perform an online search using keywords such as "American Express promotional strategy" or "American Express advertising campaign" to find articles, press releases, or case studies that discuss their past or current promotional efforts.
b. Digital Marketing: American Express could focus on digital marketing channels such as social media, search engine marketing (SEM), email marketing, or content marketing to reach a wider and more targeted audience.
To gather more insights about American Express's digital marketing efforts, you can:
- Explore their social media pages (e.g., Facebook, Twitter, Instagram) to see if they are actively promoting their services or products through these platforms.
- Search for keywords like "American Express digital marketing strategy" or "American Express social media campaigns" to find relevant articles or blog posts that provide information about their digital promotional activities.
2. Integrated Communication:
American Express might be considering how to integrate its messages and branding across various communication channels to provide a consistent and cohesive customer experience. The alternatives could include:
a. Brand Consistency: American Express may opt for a branding strategy that ensures consistent messaging and visual identity across all communication platforms. This can help reinforce their brand identity and improve customer recognition and recall.
To learn more about American Express's approach to brand consistency, consider:
- Going through their official website, looking at how their branding elements are utilized across different sections.
- Exploring American Express's brand guidelines or style guide, which may be available on their website or could be found through external sources like marketing blogs or design industry publications.
b. Multichannel Integration: American Express might consider integrating its communication efforts across various channels, such as their website, social media, customer support, and any other touchpoints, to create a seamless and unified customer experience.
To gather information about American Express's approach to multichannel integration, you can:
- Visit their website and see how they connect different channels, like social media icons, responsive design, or customer service options.
- Explore case studies, industry reports, or marketing publications to find examples or discussions about American Express's multichannel initiatives.
Remember, while specific information regarding American Express's current decisions and alternatives might not be readily available, following the above steps will help you gather insights and form a better understanding of their promotional strategy and integrated communication approach.