“Consumers today are on the move, multitasking and reaching them is much more difficult than it was in the past. Habits are changing, high tech gadgets are a must and music and TV are being connected based on consumer demand. Consumers take turns choosing how they want to interact with the environment. A trend that has created many challenges for companies looking for new customers. American Express no longer has just a captive audience that watches three networks or uses the inbox as their sole source of information and correspondents. Consumers choose how to interface and interact. Marketers need to be where consumers want them. Consumers have various cards to choose from and repeat offers in the inbox full of options and, as a result, finding a good time to talk to marketers requires more creativity. There are too many messages today, and American Express is trying to figure out if anything is getting through" (Kotler & Keller, n.d.). Furthermore, "if American Express is going to succeed as a brand and as a marketer, it needs to understand where consumers are doing 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 a reputation as a distinguished paper. Over the years, the company has consistently reached out to the consumer while staying abreast of the changing needs of the population. They also recognized that consumers truly decide what American Express stands for, not the company putting out marketing messages. Furthermore, American Express denies… half the paper… my report from the beginning. The company established this position years ago by being relevant to those same people when they were younger. For example, many people got their first American Express card during college because they made a very special effort as a college student to be the first card in the wallet. Being a first card in the wallet, many of their customers are loyal because they appreciate the member printed on the card. A pride reminiscent 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 CitedKotler, P. and Keller, Kuala Lumpur (ndb). American Express. (13th ed.). Pearson Learning Solution: Retrieved April 18, 2014, from https://media.pearsoncmg.com/pcp/1256054992/video/index.html