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American Express OPEN - World Class Inbound Marketing
- 1. World-Class “Integrated” Inbound Marketing • “OPEN” is the brand for American Express business credit cards and solutions targeted to small businesses • The team capitalized early on the potential of small business growth and the idea that if they grow, AMEX grows • OPEN uses a variety of different content mediums to engage, educate, delight and help small business owners • OPEN delivers relevant, engaging and insightful content through five different inbound marketing channels: Social Media Blog Video Microsite Email
- 2. Social Media
- 3. Blog
- 4. Video
- 5. Microsite
- 6. Email Weekly eNewsletter highlighting the top stories of the week
- 7. • Understand audience • Created customer centric content for different stages of the funnel • Deploying it across customer centric channels • Created an internal marketing operations team to support the overall integrated content marketing strategy • Implemented back-end technology and tools for automation and reporting Revenue Marketing Strategy at
Editor's Notes
- OPEN utilizes all of the mainstream social channels where their customers are consuming content both for professional reasons as well as personal, to engage with content.
- American Express is using its own web properties to create a unique experience for its customers. In and of itself, the OPEN forum which was launched in 2007, has become it’s own brand. The OPEN marketing team not only highlights expert authority produced content, but also allows it’s team members to submit content as well. Some of this content is written as short articles, some is video - making the experience truly much more dynamic, interactive and engaging.
- American Express has partnered with third party, domain authorities to produce video series for small business. Leveraging outside expertise to build authority.
- A robust website, this property provides everything from being able to buy Amex products to then moving into the OPEN forum and consuming the useful small business information