Digital Marketing Audit Report: American Express Strategies Analysis

This report presents a digital marketing audit of American Express, examining its use of various digital tools and strategies. The analysis covers the need for digital marketing, highlighting the company's shift towards online platforms and its strong social media presence across platforms like Facebook, Twitter, LinkedIn, and YouTube. The report delves into the effectiveness of specific tools, including social media marketing, email marketing using Constant Contact, website design, search engine optimization (SEO), and search engine marketing (SEM), providing ratings for each. It also addresses digital ethics and the company's emerging digital channels, such as artificial intelligence. The conclusion emphasizes the positive impact of digital marketing tools on American Express's business growth, revenue, and customer engagement, while suggesting areas for improvement and the importance of staying updated with emerging trends.

Running head: DIGITAL MARKETING
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Name of student
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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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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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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).

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Analysis of digital tools
Social Media Marketing: The American Express company is presently using the
social media platform like the Facebook along with Twitter for promoting the products and
also provide information to the customers regarding any present products that is being
implemented. The company is using this platform efficiently and they have the ability of
reaching the customers easily with the effective promotion content (Chaffey and Smith
2017). The improvement that can be done in the use of the social media platforms by the
company is the implementation of the more focused campaigns in the social media platforms
that would help in reaching the target customers easily. The company could be rated 4 out of
5 in terms of how effectively the social media platforms are being used.
Email marketing tools: The company is presently using the Constant Contact email
marketing tool for managing the email lists, the contacts, the email templates, the marketing
calendar. The company is gaining the access to the simplified tracking as well as the
reporting, the built-in sharing tools of social media, the simplified free library of image and
the list division. The company is presently able to provide the unparalleled support with the
phone calls, live chat, the emails and the community support along with the vast range of the
helpful resources (Kumar and Singh 2020). The only improvement that could be done in the
use to the email marketing tools is the email sharing among the various customers and the
merchants for solving any of the queries that are residing associated with products and the
services. The company could be rated 3 out of 5 in terms of how effectively the email
marketing tools are being used.
Website design: The website of the company provides the users with the simplified
view to all the services and the products that are presently being offered. The customers could
easily login into the website using the credentials and then view the various services and
products (Leung and Mo 2019). The website is significantly made interactive so that all the

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users would be able to view the contents. The products and the services are being
appropriately promoted so that more and more customers could be reached. The company
could be rated 4 out of 5 in terms of how effectively the website design is being maintained.
Search engine optimisation: The company is presently maintaining the significantly
improved content on the website and the pages of the website are included with the
appropriate content that would allow the search engines to place the website of the company
based on the keyword search by the customers (Negoiţă et al. 2018). The company could be
rated 33 out of 5 in terms of how effectively the search engine optimisation is being
maintained.
Search engine marketing: The company is presently using the Google Search engine
for attracting the majority of the customers on their platforms (Niculescu et al. 2019). The
website is being increasingly popular with the help of google search engine. The company
could be rated 4 out of 5 in terms of how effectively the search engine marketing is being
maintained. When any of the keyword is entered by the customers, the website of American
Express is placed at the top result for simplifying the browsing of the customers.
Digital Ethics: The digital ethics could be described as the regulations and the rules
that are dedicated for guaranteeing the significant independence and the self-worth of the
users that is appreciated on internet. While the conventional ethics concerns the connections
among the entities, and the company ethics pertains these relationships among the customers
and the companies the consideration of the digital ethics is required (Patrutiu-Baltes 2016).
The company American Express is presently conducting their business on the online platform
with the consideration of the business ethics efficiently. The company properly maintains the
digital policies and the data policies that prevents any of the users to use the data gained from
the customers for any kind of personal uses.

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Emerging digital channels: The company is presently shifting towards the
introduction of the artificial intelligence in their digital marketing presence and allow the
simplified and effective marketing of the products and the services to the customers. With the
help of artificial intelligence within the aspect of the digital marketing, the company would
gain the ability of analysing the customer behaviour and the search patterns, and then use the
data from the platforms of social media and the blog posts for gaining the proper
understanding of how the customers discovers the products and the services. With the
analysis of this data, the company could easily provide the proper products and the services to
the targeted customers.
Conclusion
Therefore, it could be concluded that the introduction of digital marketing tools in the
American Express company is presently helping the company to increase their business and
gain the increased revenue. The products and the services are being easily promoted to the
target customers and the customers could easily gain the proper knowledge about various
new products that are being launched by the company. The emerging trends in the digital
marketing sector could help the company to gain the appropriate data of the customers and
then promote products more efficiently.

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References
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Evans, D.S. and Schmalensee, R., 2019. Antitrust Analysis of Platform Markets: Why the
Supreme Court Got it Right in American Express. Antitrust Analysis of Platform Markets:
Why the Supreme Court Got it Right in American Express, Competition Policy International.
Evans, D.S. and Schmalensee, R., 2019. The Role of Market Definition in Assessing Anti-
Competitive Harm in Ohio v. American Express. American Express (June 8, 2019).
Fahad, Z. and Tran, H., 2019. Development of a digital marketing plan by using a
combination of digital marketing tools.
Kumar, P. and Singh, G., 2020. Using Social Media and Digital Marketing Tools and
Techniques for Developing Brand Equity With Connected Consumers. In Handbook of
Research on Innovations in Technology and Marketing for the Connected Consumer (pp.
336-355). IGI Global.
Leung, K.H. and Mo, D.Y., 2019, December. A Fuzzy-AHP Approach for Strategic
Evaluation and Selection of Digital Marketing Tools. In 2019 IEEE International Conference
on Industrial Engineering and Engineering Management (IEEM) (pp. 1422-1426). IEEE.
Negoiţă, O.D., Purcărea, A.A., Popescu, M., Niculescu, A. and Coman, C.N., 2018. Digital
Marketing Tools Used by Companies. FAIMA Business & Management Journal, 6(4), pp.66-
76.

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Niculescu, A., Dumitriu, D., Purdescu, C. and Popescu, M.A.M., 2019. Enhancing Brand
Value of Modern Organizations through Digital Marketing Tools and Techniques: A Study
on Top Ten Romanian Companies. TEM Journal, 8(1), p.171.
Nikunen, T., Saarela, M., Oikarinen, E.L., Muhos, M. and Isohella, L., 2017. Micro-
Enterprise's Digital Marketing Tools for Building Customer Relationships. Management
(18544223), 12(2).
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), p.61.
Taiminen, H., 2016. One gets what one orders: Utilisation of digital marketing tools. The
Marketing Review, 16(4), pp.389-404.

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Appendix
https://www.facebook.com/
https://twitter.com/

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https://www.youtube.com/