My secret weapon: Keeping it simple

My secret weapon: Keeping it simple

Marketing in the 21st century is far from simple. The growth of online purchasing has made it harder to build relationships with consumers, while digital technology has vastly expanded the range of mechanisms by which we can communicate with our customers, writes Dan Edelman, vice-president, marketing, American Express.

I've learned that I make better decisions when I trust my instinct

Often we're faced with such an array of choices that it's hard to know where to begin. Ironically, it's the same challenge consumers face - how to make the right decision when there are so many choices to consider - and in both cases, the answer lies in simplicity.

I've learned that I make better decisions when I trust my instinct and focus on the two or three options that get to the heart of the question in front of me. If I'm deciding on our next campaign, for example, I need to be focused on which outlets and approach will best reach our target audience, not waste mental energy overthinking peripheral concerns.

It sounds obvious, but I'm amazed how often people allow themselves to become distracted by trying to consider every possible option. I've made sure this principle is applied to our Amex Offers programme on a day-to-day basis.

Adding more options into the equation can muddy the waters, but keeping things simple makes the best answer that much easier to find.

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