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| Monika Mačiulienė, Gintarė Gulevičiūtė
"Digital Communication" („Skaitmeninė komunikacija“). The book is written in Lithuanian.
The textbook "Digital Communication" is designed to introduce students to the variety of tools, thinking models, and fundamental principles of digital communication, enabling them to select the most suitable tools for their organization and target groups. The book presents a structural approach to digital communication, covering the content of a digital communication plan, channels, measurement, and testing strategies. It also describes an audit of social media channels, provides an analysis of market and consumer research, and details market trend monitoring and the collection of consumer insights based on primary and secondary data collection methods. Significant attention is given to creating consumer personas and experience maps, as well as analyzing brand design and elements based on storytelling, consumer persuasion, and writing principles. Relevant digital communication tools are examined, including search engine and social media marketing, with an emphasis on the application principles of the advertising platform "Google Ads," search engine optimization, and remarketing. The text also introduces influencer marketing and ethical issues in the context of digital communication management. At the end of each chapter, practical tasks aimed at applying knowledge and additional study resources are provided to help deepen understanding of the theoretical aspects. eBook edition >>> * VILNIUS TECH extends complimentary access to its entire library of e-books to members within the university community. Institutional users are granted cost-free access to the e-books by logging onto the University's computer network, whether on-site or remotely through a Virtual Private Network (VPN). To facilitate offline reading without an internet connection, it is requisite to install the IPC Reader offline application. Users can subsequently download the desired e-books while connected to the institutional network and read them offline at their convenience. For additional details concerning e-books, please refer to the provided link >>> |
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