Digital Marketing Discussion 2022

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Name of student
Name of university
Author’s note:

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DIGITAL MARKETING
Table of Contents
Introduction....................................................................................................................2
Discussion......................................................................................................................2
Need for digital marketing.........................................................................................2
Analysis of digital tools.............................................................................................4
Conclusion......................................................................................................................6
References......................................................................................................................7
Appendix........................................................................................................................9

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DIGITAL MARKETING
Introduction
Digital marketing could be described as the component of the marketing where the
utilisation of the online based and the internet based digital technologies is done for
promoting the services and products. As the digital platforms have becoming increasingly
incorporated into the marketing strategies and the daily life, and the people are progressively
using the digital devices rather than visiting the physical shops, the campaigns of the digital
marketing are becoming increasingly prevalent, with the employing of the combinations of
the various campaigns that helps with the promotion of the products. This report intends to
analyse the use of digital marketing tools in the company of American Express and determine
the extensive effectiveness of the tools.
Discussion
Need for digital marketing
The considered company, American Express is the American multinational financial
services company that is mainly based in the United States. The company is most popular for
the charge cards, the credit cards, and the business of the travellers Cheque (Evans and
Schmalensee 2019). The company is presently becoming increasingly popular as the financial
corporation that principally issues the processes the payments, credit cards, and then offers
the travel associated services to the consumers worldwide. The company American Express
grew from having over no presence on the social media to having the significantly strong
presence on social media platform. This giant company of credit cards is presently launching
the precisely social media advertisings after social media advertisings, permitting this brand
in building the robust and the zealous online community of the cardholders. American
Express is presently been seen to be increasingly popular in the Facebook, YouTube, Twitter,
LinkedIn and the Google+ and is presently conducting the various experiments with the new

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DIGITAL MARKETING
and the developing social networks (Evans and Schmalensee 2019). American Express has
been initiated the utilisation of the social media a little while back but the company was not
able to completely determine the proper methods of utilising the social media platform. The
company then launched the initiative of social media with the Twitter account. This handle in
the social media platform helps in focussing the major answering of the concerns and the
questions of the customers (Taiminen 2016). The strategy of social media of American
Express helps in appealing to both the consumers and the businesses. The company is going
beyond the core mission of improvement of the customers experiences online by the creation
of the effective content that would help in appealing the merchants to the company, American
Express utilised both the online and the conventional channels of media for the promotion of
the new services and the products that are being launched by the company. The company has
effectively encouraged the consumers in heading over to the favourite local business on any
day and then make the purchases of their products and the services. With the introduction of
the digital marketing tools in this company, the company is presently able to provide the
services and the information of the services easily to the customers and then gain the valuable
feedback from the customers for making any further improvements to the products and the
services (Chaffey & Ellis-Chadwick 2019). The social media platforms and the other digital
marketing platforms are being used by the company for promotion of the products to the
people who might not be situated in the location near the company. The brand awareness of
the company is increasing significantly and it is helping the various customers to gain the
proper understanding of the methods by which the products and the services are provided by
the company. There are some situations when then customers are facing various kinds of
issues with the products and the services of company and with the introduction of digital
marketing in the company, the customers could easily reach the business easily and then gain
the answer of the query easily (Nikunen et al. 2017).