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Development of integral and effective system of communication with individuals, especially customers or service users, as well as various publics with direct or indirect influence on the success of the company, is of vital importance to the existence and development of every company.
Numerous managers have ascertained that the effectiveness and success of a company depend as much on the development of effective products or services, as they do on the development of communication. They are aware of the fact that the answers of yesterday no longer suffice for challenges of tomorrow. The field of company communication is experiencing extremely deep shifts and changes. If mastery and development of advertising communications and basic methods of classical relations with publics via mass media used to almost suffice for a company in the past, as was reflected in publication of favourable articles in the aforementioned media, this no longer applies today.
| "Rich internet media" attractively binds texts, images, videos and interaction via bidirectional communication with interesting contents at the disposal of the company. |
The communication image of the world changed. The world surrounding the companies, even such a company as Zavarovalnica Triglav, is different today, even when compared merely to the world from a couple of years ago. Changes can be seen in various fields. On one hand, they have a bond to classical media, which the companies used for external communications in the past. The other important process is that the customers or service users change. They are always more or less sure or think themselves as sure of their own needs, they are able to compare services and products and are thinking about whom to trust and why, as well as whom not to trust. All of this stimulates modern companies to orientate themselves towards content-rich communication with their customers or service users, to "talk" to them and thereby come to a better understanding of their needs and wishes, and to develop long-term relations with them. All of this is reflected in loyalty and trust, provided that it is, of course, properly developed. Everybody, however, is aware of what the aforementioned can do for success of a company.
Perhaps the most important and profound changes were caused by development of the internet. While internet used to be regarded only as a sort of a parallel world where a person is expected to somehow be present, it can today already be seen a bit clearer that it represents an extremely important, if not key, segment that will exert influence upon planning and implementation of communication of each company with the environment as well as publics. We only need to consider the manner in which the decision making process in relation to product or service purchase already migrated to the internet, which includes everything from gathering the initial information to price comparison or even purchase itself. The development of internet introduced the companies to completely new communication opportunities as well as demands on them.
Companies are becoming publishers
The sooner the companies understand changes in the world of communication, the sooner they will notice how the media map changed and realize the importance of seizing the opportunities that are created by this new environment, and the sooner they will be able to develop or consolidate relations with their clients, potential customers, users and all other publics which condition their success.
| Modern companies are orienting themselves towards contents-rich communication with their customers or service users, "talk" to them and thereby come to a better understanding of their needs and wishes. |
 One of the most interesting and most inviting opportunities is the development of our own media in the internet environment. Two issues come to attention at this point. The company must realize the significance of contents for customers or users. The company must therefore be directed toward communication that is strong, rich, diverse and interesting in respect of its content. On the other hand, it is important to perceive exceptional opportunities that are offered by the technological environment of the internet. They both lead towards creation of one's own "rich" media; i.e. a media such as a magazine or any other form of media that will attractively bind texts, images, videos, interaction, and therewith also the bidirectional communication, with key contents. The decision that was made by Zavarovalnica Triglav about creation of a new internet newspaper, LINK EKSTRA, which would become a modern, contents-rich, dynamic and bidirectional "rich" internet media therefore reflects the spirit of the (modern) time.
Igor Savič |
