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American Express Rewarding Business Cardholders with Advertising Spaces

  • American Express launches a new Business Gold Card offer for small businesses and enhances its loyalty programme to enable its business cardholders to switch loyalty points against advertising spaces on social media.
  • On Facebook and Twitter, American Express extensively communicates on the offered reward points: their rate is based on the given purchase (airfare, shipping, gas, ads and other purchases).
  • In order to assist small companies in developing and following-up their online marketing campaigns, the US-based network proposes American Express OPEN Marketing Suite, which includes three dedicated tools: AdManager, SearchManager and YourBuzz.
  • American Express’s strategy still relies on social networks: bridge-building with Foursquare, joint-venture with Vente-privée.com, etc. This new partnership could help improve card use rates.
  • The US player is still addressing announcers on social media and is now targeting small businesses: an attractive market as 75% of the network’s customers are planning to develop an online marketing campaign in the coming year and 30% are considering the use of social media in their overall marketing strategies.
  • American Express enhances its professional customer database and would wish to be considered a necessary helper in online communication and marketing strategies, just like Facebook with Facebook Studio or Google and Google Adwords.