“Today's consumers are on the go, multitasking and reaching them is much more difficult than before. Habits are changing, high-tech gadgets are indispensable, and music and television are switched to consumer-driven demand. Consumers in turn choose how they want to interact with the environment. A trend that has created many challenges for companies looking for new customers. American Express is no longer satisfied with a captive audience that watches three networks or checks its mailbox as its sole source of information and incoming correspondents. Consumers choose how they want to interface and interact. Marketers need to be where consumers want them. Consumers have several cards to choose from and repeat offers in their mailbox, wasted with options. Therefore, finding a good time to chat with marketers requires more creativity. Today there are too many messages and American Express is trying to determine if anything is getting through” (Kotler & Keller, nd). Additionally, "if American Express is to succeed as a brand and as a marketer, it must understand where consumers do it, how they spend their time, where they want to access information and how American Express can engage them." American Express has been used in countries around the world for decades. It simply grew up with the baby boomer generation and earned its reputation as a card of distinction. Over the years, the company has consistently reached out to the consumer by staying in sync with the changing needs of the people. They also recognized that consumers really decide what American Express stands for, not the company pushing marketing messages. Additionally, American Express denies... middle of paper ... my relationship from the beginning. The company established this position years ago by being relevant to these same people when they were younger. For example, many people got their first American Express card while in college because they had made a very strong effort with students to be the first card in their wallet. Being a first card in the wallet, many of their customers are loyal because as the member has since been printed on the card. A proud reminder of their early years of financial independence” (Kotler & Keller, n.d.). Finally, going forward, American Express says it will continue to study the marketing environment to try to find the next big marketing opportunity. Works Cited Kotler, P. and Keller, KL (n.d.). American Express. (13th ed.). Pearson Learning Solution: Retrieved April 18, 2014 from https://media.pearsoncmg.com/pcp/1256054992/video/index.html