Clinical Nutrition and Aging

Sarcopenia and Muscle Metabolism

Chad Cox

• Publisher: Apple Academic Press
• Year: 2017
• ISBN:
  9781315359823
• Edition: 1
• Topic: Medicine
• Subtopic: Geriatrics

This title includes a number of Open Access chapters.

Sarcopenia—the loss of muscle mass and strength that occurs with advancing age—is a major health challenge, particularly in North America, Europe, and Japan, which have large aging populations. This compendium volume is a valuable addition to the existing literature, providing state-of-the-art information on the most effective prevention and treatment options. Included are research articles on nutrition management and the prevention of sarcopenia; protein therapy for sarcopenia; effect of exercise on sarcopenia; and other therapeutic strategies, including antioxidants and steroids.

Chapter 1
Introduction to digital marketing

We have a vision – to be the first fashion company that is fully digital end-to-end. The experience is that the customer will have total access to Burberry across any device, anywhere, but they will get exactly the same feeling of the brand, feeling of the culture, regardless of where, when and how they are accessing it.

To any CEO who is sceptical today about social enterprise, you have to be totally connected with everyone who touches your brand. If you don’t do that, I don’t know what your business model is in five years.

Angela Ahrendts, when Burberry CEO, currently VP Retail and Online at Apple

OVERVIEW

This chapter introduces what we see as the fantastic potential of integrated digital marketing for engaging audiences and its risks. It introduces the difference between e-commerce, digital business and digital marketing; the alternative digital communications channels; the dangers of sloppy digital marketing; how to present a business case for increasing your online activities, and the benefits of doing so – Sell, Serve, Speak, Save and Sizzle.

OVERALL LEARNING OUTCOME

By the end of this chapter, you will be able to:

• Understand the opportunities and risks of integrated digital marketing
• Outline an approach to developing a digital marketing plan
• Explain the key digital marketing activities needed for competitive success.

CHAPTER TOPIC		LEARNING OBJECTIVE
1.1	Introduction	Outline the benefits and risks of digital marketing
1.2	The connected world	Outline the characteristics of the new multichannel marketplace
1.3	B2C, B2B, C2B and C2C	Identify different forms of collaboration between marketplace members
1.4	Digital marketing definitions	Describe the difference between e-commerce, e-business and digital marketing
1.5	Sloppy digital marketing	Avoid basic digital marketing mistakes
1.6	Objectives	Outline the five basic digital marketing objectives
1.7	Objective – Sell	Define objectives for selling to the customer online
1.8	Objective – Serve	Define objectives for serving the customer online
1.9	Objective – Speak	Define objectives for speaking to the customer online
1.10	Objective – Save	Define objectives for saving online
1.11	Objective – Sizzle	Define objectives for enhancing the brand online
1.12	Introduction to Digital marketing strategy	Outline approaches to achieving digital marketing objectives
1.13	Tactics, action and control	Outline digital marketing tactics, actions and control

1.1 Introduction

This chapter introduces you to the world of integrated digital marketing, its background and its benefits. It introduces the key concepts you need to succeed in digital marketing, plus examples of good and bad digital marketing. Chances are your organization is already actively engaged in digital marketing, so in this chapter, and throughout the book, we give you a planning framework and checklists to evaluate and improve your current digital marketing practices and plan new initiatives.

The chapter is structured using a simple aide-mémoire, called SOSTAC^®. SOSTAC^® is a planning system used by thousands of professionals to produce all kinds of plans (marketing plans, corporate plans, advertising plans and digital marketing plans). In later chapters and, in particular, Chapter 10, we provide a step-by-step guide to creating a digital marketing plan. In this chapter, we’ll use SOSTAC^® to provide a structure for an initial review.

INTRODUCING SOSTAC^® PLANNING FOR DIGITAL MARKETING

SOSTAC^® stands for Situation analysis, Objectives, Strategy, Tactics, Actions and Control (Figure 1.1). It is described in more detail in Smith (2016) and Smith and Taylor (2004) who note that each stage is not discrete, but there is some overlap during each stage of planning – previous stages may be revisited and refined, as indicated by the reverse arrows in Figure 1.1 below. For creating a digital marketing plan, the planning stages are as follows:

Figure 1.1 SOSTAC^® planning framework. SOSTAC^® is a registered trade mark of PR Smith

Source: www.sostac.org

• Situation analysis means ‘where are we now?’ (In the context of this chapter, this includes definition of ‘digital strategy’ terms, growth in users and change in the marketplace, as well as examples of good and bad digital marketing.)
• Objectives means ‘Where do we want to be?’ What do we want to achieve through online channels and how they combine with physical channels, what are the benefits? We describe the ‘5Ss’ as the main objectives of, reasons for, or benefits of being online, which you should exploit.
• Strategy means ‘How do we get there?’ Strategy summarizes how to fulfil the objectives. What online value propositions (OVPs) should we create, and what positioning should drive the overall marketing mix and the promotional mix, right down to the different contact strategies for different segments, and which digital media channels should be selected? Getting your digital strategy right is crucial. As Kenichi Ohmae says (1999), ‘There’s no point rowing harder if you’re rowing in the wrong direction’.
• Tactics reviews the tactical tools and the details of the marketing mix which is covered in Chapter 2 and the communications mix which is covered in Chapter 7.
• Actions refers to action plans and project management skills – essential skills which we won’t go into in this chapter.
• Control looks at how you know if your e-efforts are working, and what improvements can be made – again, we won’t delve in too deeply in this chapter.

SECTION SUMMARY 1.1

Introduction

The SOSTAC^® planning framework is used to structure this chapter. SOSTAC^® is:

• Situation analysis – where are we now?
• Objectives – where do we want to be?
• Strategy – how do we get there?
• Tactics – which tactical tools do we use to implement strategy?
• Actions – which action plans are required to implement strategy?
• Control – how do we manage the strategy process?

1.2 Situation – the connected world

Let’s consider the current situation of digital marketing – where the marketplace migrates into the electronic marketspace. How significant is this change? Fixed and mobile access to the Internet is continuing to grow rapidly and seamlessly across borders and into an online world already inhabited by over three billion customers. Given its scale and the benefits it offers to these customers and businesses, it is a big part of the future of all businesses. It also gives excellent opportunities to enter and grow a business by entering new markets as the Zalando case study shows.

Despite the vast number of people (and businesses) buying online, don’t you think it’s a little weird when you consider that billions and even trillions of dollars, pounds and euros pass seamlessly through wires interconnecting lots of devices all around the world? Google has built a billion-dollar business simply by charging for mouse clicks, some costing up to US$50!

THE CONNECTED WORLD

Mobile devices are now the most common way of accessing the Internet, superseding desktop computers or laptops. What are the up-and-coming ways of accessing the Internet? Interactive digital TV, mobile phones and mobile apps, planes, trains and automobiles all access the Internet. Cars can also be ‘connected’ so that they can alert roadside repair companies to your location before you actually break down. Just about anything can be wired up, courtesy of the powerful combination of computer chips and cordless or wireless technology, including higher speed data transfer protocols such as 4G and Bluetooth for data transfer between mobile phones and other handheld devices. Digital marketers need to constantly evaluate the tremendous range of platforms as they evolve.

DIGITAL MARKETING INSIGHT

Digital marketing platforms

Although the desktop access platforms or devices were dominant for years and remain significant, mobile marketing platforms are now the most important. A Global Web Index (Buckle, 2016) survey found that on average consumers own 3.64 connected devices from smartphones, laptops and tablets to streaming sticks, wearables and consoles, many that are used simultaneously through multiscreening, often with a connected TV.

These are the main platforms that the digital marketer needs to evaluate and manage.

Rather than present statistics here that will instantly date, to see the latest figures on digital media adoption we recommend you check out http://bit.ly/smartsources. This is updated regularly to show the most useful sources for consumer and business adoption of digital devices. The most comprehensive breakdown by country showing consumer access by different devices is the International Telecomms Union (ITU).

Desktop, laptop and notebook ...

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Contents
• List of figures
• List of tables
• Preface to the fifth edition
• Acknowledgements
• Chapter 1 Introduction to digital marketing
• Chapter 2 Remix
• Chapter 3 Digital models
• Chapter 4 Digital customers
• Chapter 5 Social media marketing
• Chapter 6 Designing digital experiences
• Chapter 7 Traffic building
• Chapter 8 Customer lifecycle communications and CRM
• Chapter 9 Managing digital marketing
• Chapter 10 Digital marketing plan
• Glossary
• Index