Advertising of a mobile banking app on the case of bank x

Da lahko banke sodobne storitve približajo svojim odjemalcem, morajo za to poseči po določenih instrumentih marketinškega spleta, saj bodo le na ta način dosegle zastavljene cilje poslovanja. V diplomskem seminarju se tako posvečamo prav področju marketinškega komuniciranja s posebnim poudarkom na oglaševanju in marketingu bančnih storitev. Zapisano teoretično podlago zrcalimo oz. primerjamo s predstavitvijo oglaševanja mobilne banke na primeru izbrane banke X in zaključimo s kritično diskusijo in predvidevanji za prihodnost. Digitalizacija in spremembe na trgu, kot so npr. sprejetje GDPR direktive, pojav novih tehnologij, velike gospodarske in družbene spremembe ipd., ne vplivajo zgolj na ponujene izdelke oz. storitve bank, ampak se odražajo tudi v uporabi drugih, novih medijev oglaševanja, kot so npr. socialne platforme, video kanali itd. Torej se spremembam poleg ponujenih izdelkov prilagaja tudi marketing organizacij. V našem delu na primeru oglaševanja mobilne banke izbrane banke X ugotavljamo, da ima obravnavana organizacija več različnih zastavljenih ciljev komuniciranja, ki so prilagojeni različnim opredeljenim ciljnim skupinam. Temu primerno so oblikovana tudi sporočila, ki so večinoma razumske narave. Proračun oglaševanja mobilne banke je opredeljen znotraj letnega proračuna za vse marketinške aktivnosti banke X, medtem ko se učinkovitost izvedenih oglaševalskih aktivnosti preverja z marketinškimi raziskavami.For banks to be able to bring modern services closer to their customers, they have to resort to certain marketing tools, as this is the only way to achieve the goals of their business. In this diploma seminar, we focus on the field of marketing communication with an emphasis on advertising and marketing of banking services. The written theoretical basis is then mirrored and compared to the presentation of mobile banking advertising in the case of the selected bank X and concluded with a critical discussion and predictions for the future. Digitalization and market changes, such as the adoption of the GDPR directive, the emergence of new technologies, major economic and social changes, etc. affect not only the offered products and services of the banks alone but also reflect in the use of other, new advertising media, such as social platforms, video channels, etc. Therefore, aside to the offered products, the marketing of the organizations also adapts to the changes. In our seminar, in case of advertising the mobile bank of the selected bank X, we find that the organization has several different communication goals, which are adapted to different defined target groups. Accordingly, messages are formed, which are mostly rational. The advertising budget of the mobile bank is defined within the annual budget for all marketing activities of bank X, while the effectiveness of the implemented advertising activities is verified by marketing research