American Express's Elizabeth Rutledge: Customer advocacy is the best marketing

At a time when brands everywhere are turning to digital marketing to connect with customers, American Express is taking a much more human approach. For Rutledge, her motto has always been, 'Customer first,' so it felt natural to try and find a way to incorporate them into their marketing strategy. From customer referral programs to taxi top ads that change based on your neighborhood, she believes that showing your customer that you really understand and want to take care of them is the best way to turn them into authentic brand ambassadors. On this week's episode of Making Marketing, Rutledge joins Digiday's Shareen Pathak to discuss turning your customers into your best marketers, why complicated messaging doesn't work and how fighting fraud strengthens C2B relationships.