Strategic Communication of Banks: Cases of UniCredit and Erste Bank in Croatia

Komunikacija je od iznimne važnosti kako u privatnom tako i u poslovnom svijetu. Pomoću nje možemo iskazati niz emocija kako bismo zadovoljili vlastite potrebe. U današnje vrijeme najčešća komunikacija vrši se preko društvenim mreža i medija, a od velike je važnosti organizacijama pa tako i bankama. Banke su dio svačijeg života i upravo je zbog toga komunikacija između banke i klijenta iznimno važna. Pomoću nje moguće je uskladiti ponudu i potrebe korisnika kako bi ishod bio obostrano zadovoljstvo. Banke komunikaciju najčešće plasiraju pomoću dvije platforme, a to su društvene mreže i televizija. Društvene mreže najčešće zbog mogućnosti interakcije i brzine, a televizija jer omogućuje potpun doživljaj i priču koja se najlakše dostavlja. Obzirom da svaka banka komunicira različito i jedinstveno te se na temelju toga prepoznaje i gradi imidž, posebno sam se usmjerila na usporedbu komunikacije. U radu se istraživala komunikacija dvije banke na društvenim mrežama i pomoću TV spotova. Radila se Benchmark analiza, odnosno analiza društvenih mreža i spotova, a proveo se i dubinski intervju s osobama odgovornim za sve navedene platforme.Communication is of utmost importance both in private and business world. By using it we can express a series of emotions in order to meet our own needs. Today, most common communication is through social networking and media, therefore it is of great importance to organizations and banks as well. Banks are a part of everyone’s life, and that is why communication between the bank and the client is extremely important. Using it, it is possible to harmonize the offer and the needs of the user so that the outcome would be of mutual satisfaction. Bank communication is most commonly placed in two platforms, those are social networks and television. Social networks most often due to the possibility of interaction and speed, and television because it provides a complete experience and a story that is easiest to deliver. Since each bank communicates differently and uniquely, based on that it recognizes and builds her own image, I have specifically focused on comparing the communication. This graduate thesis explores the communication of two banks on social networks and over TV spots. I included Benchmark analysis, ie analysis of social networks and videos, and a deep interview was conducted with people responsible for all the platforms mentioned