2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Estratto anatomia
1. 1
Lezioni, per il lavoro di
Massaggiatore e/o Estetista, di:
Igiene
Biologia
Citologia
Anatomia
Fisiologia
Patologia
Dermatologia
Copyright: www.massaggieconsigli.it
E' vietata la diffusione e la riproduzione di questo ebook.
Le violazioni saranno punite a norma di legge.
2. 2
Indice
I Lezione
Igiene …………………………......
Armonia tra uomo e ambiente ……
Igiene personale ………………….
Regole per la pulizia ……………..
PH della pelle …………………….
Scelta delle divisa ……………….
Igiene della divisa ………………..
Igiene e requisiti dell’ambiente di
lavoro …………………………….
II Lezione
Microbiologia …………………….
Virus ……………………………...
Processo di infezione e
moltiplicazione dei virus .………...
Batteri ...…………………………..
Struttura dei batteri ...……………..
Classificazione dei batteri ..………
Moltiplicazione batterica ..……….
Formazione della spora ..…………
Difese dell’organismo e farmaci ....
Miceti ..…………………………...
Struttura dei miceti ...……………..
Riproduzione dei miceti ..………...
Micosi e cura delle micosi ..……...
Protozoi ..…………………………
Struttura protozoi ..……….............
Riproduzione protozoi ..………….
Protozoi patogeni e infezione
dell’uomo ………………………...
Difese dell’organismo e farmaci ....
III Lezione
Malattie infettive …………………
Sorgente e trasmissione
dell’infezione .................................
Vie di eliminazione e penetrazione
degli agenti patogeni .…………….
Infezioni e profilassi ...……............
Meccanismi di difese
dell’organismo ...............................
Difese naturali aspecifiche o innate
1
1
2
3
5
6
7
7
9
10
11
12
13
15
15
16
17
18
18
18
19
20
20
20
20
21
22
22
25
26
26
27
Difese naturali specifiche o
immunitarie ……………………...
Sterilizzazione e disinfezione ……
Dispositivi e sostanze per la
sterilizzazione e disinfezione ……
Malattie infettive legate alla
professione di estetista e/o
massaggiatore ……………………
I Lezione
Cellula …………………………...
Cellule eucariote ………………...
Membrana cellulare ……………..
Citoplasma ………………………
Nucleo …………………………...
Forma della cellula ………………
Divisione cellulare ………………
Riproduzione cellulare …………..
Fisiologia cellulare ………………
V lezione
Tessuti umani ……………………
Tessuto epiteliale ………………...
Epiteli di rivestimento …………...
Funzioni degli epiteli di
rivestimento ……………………...
Epiteli sensoriali …………………
Derivati epiteliali ………………...
Tessuto connettivo ………………
Funzioni del tessuto connettivo …
Tessuto connettivo propriamente
detto ……………………………...
Tessuto connettivo adiposo ……...
Tessuto connettivo cartilagineo …
Tessuto connettivo osseo ………..
Sangue e linfa ……………………
Tessuto muscolare ……………….
Tessuto nervoso ………………….
VI Lezione
Apparato tegumentario …………..
Caratteristiche dell’apparato
tegumentario ……………………..
Epidermide ………………………
28
30
30
32
36
36
36
38
38
39
40
43
44
45
45
45
47
49
50
50
50
50
52
52
53
54
54
55
57
57
58
3. 3
Derma …………………………….
Ipoderma …………………………
Annessi cutanei …………………..
Ghiandole sudoripare …………….
Ghiandole sebacee ……………….
Unghie ……………………………
Peli ……………………………….
Funzione protettiva dell’apparato
tegumentario ……………………...
Composizione chimica
dell’apparato tegumentario ………
Radicali liberi e invecchiamento
cutaneo …………………………...
VII
Apparato circolatorio sanguigno …
Cuore ……………………………..
Vasi sanguigni ……………………
Vene principali …………………...
Sangue ……………………………
Fisiologia della circolazione ……..
Sistema circolatorio linfatico …….
Linfa ……………………………...
Rete di vasi linfatici ……………...
Organi linfoidi ……………………
Linfonodi …………………………
Le maggiori stazioni linfatiche …..
Fisiologia del sistema linfatico …..
Direzione della linfa ……………...
VIII
Apparato locomotore …………….
Funzioni e caratteristiche dello
scheletro ………………………….
Ossa del cranio …………………...
Colonna vertebrale ……………….
Scheletro anteriore ……………….
Scheletro posteriore ………………
Caratteristica delle ossa …………..
Forma delle ossa ………………….
Struttura delle ossa ……………….
Formazione e sviluppo delle ossa ..
Articolazioni ……………………...
Movimenti articolari ……………..
Muscoli …………………………...
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Funzioni dei muscoli …………….
Caratteristiche del muscolo ……...
Classificazione dei muscoli ……...
Anatomia del muscolo scheletrico
Forma dei muscoli ……………….
Tipi di contrazione muscolare …..
Muscoli agonisti e antagonisti …..
Principali muscoli superficiali …..
Muscoli della faccia ……………..
Muscoli del collo ………………...
Muscoli masticatori ……………...
Muscoli anteriori del tronco e
dell’addome ……………………..
Muscoli posteriori del tronco ……
Muscoli e tendini della mano ……
Muscoli dell’arto superiore ……...
Muscoli della coscia vista ……….
muscoli dell’arto inferiore ……….
Principali patologie dell’apparato
locomotore ………………………
IX Lezione
Dermatologia …………………….
Lesioni …………………………...
Caratteristiche delle lesioni ……...
Tipi di lesioni ……………………
Lesioni elementari primarie …….
Lesioni elementari secondarie …...
Lesioni primarie – secondarie …...
Discromie cutanee ……………….
Dermatosi piogeniche …………...
Principali dermatosi piogeniche …
Dermatosi da virus ………………
Principali dermatosi da virus …….
Dermatosi da miceti ……………..
Principali dermatosi da miceti …...
Dermatosi da parassiti …………...
Principali dermatosi da parassiti ...
Principali malattie delle ghiandole
sebacee …………………………..
Principali malattie delle ghiandole
sudoripare ………………………..
Tumori della pelle ……………….
Altri tipi di dermopatie …………..
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4. 4
Estratto I lezione
I LEZIONE
Igiene
L’igiene è un ramo della medicina che studia le possibilità atte a preservare la salute,
individuale e collettiva, ed a prevenire le malattie.
L’OMS (Organizzazione Mondiale della Salute) definisce la salute non un’assenza di
malattia, ma l’insieme di un benessere fisico, psichico e sociale:
Tali fattori: fisico-psichico-sociale, sono collegati fra loro e l’uno può condizionare,
positivamente o negativamente, l’altro.
La condizione di salute è influenzata sia da fattori interni che esterni:
1) Congeniti e/o ereditari.
2) Ambientali.
La salute, ulteriormente, segue i successivi schemi:
Armonia tra uomo e ambiente
Disarmonia tra uomo e ambiente
UOMO AMBIENTE
L’ambiente presenta le
giuste condizioni per la
sopravvivenza, ossia:
Habitat fisico: acqua,
aria, cibo, ecc.
Habitat sociale: relazioni
personali, scuola, lavoro,
ecc.
L’uomo deve avere le
capacità di adattarsi ai
cambiamenti
dell’ambiente.
5. 5
L’uomo non riesce ad adattarsi ai
cambiamenti ambientali.
L’ambiente è nocivo per l’uomo.
L’armonia uomo-ambiente è fragile ed instabile, per tanto bisogna adottare modalità
di prevenzione igienica in ambito personale e collettivo e l’uno e intrinsecamente
legato all’altro: non è possibile un’igiene collettiva se non si ha un’igiene personale e
viceversa.
Igiene
Personale
Ossia mettere in pratica regole e
atteggiamenti per avere una corretta
igiene personale.
Collettivo
Ossia mettere in pratica regole e
atteggiamenti dettate dal Ministero della
Salute, che riguardano:
Igiene e sanità pubblica.
Sicurezza alimentare e tutela della
salute del consumatore.
Salute animale e igiene urbana
veterinaria.
Salute e sicurezza sui luoghi di
lavoro.
Igiene personale
La pelle svolge:
Funzione di rivestimento.
Funzione protettiva.
Funzione di termoregolazione.
Funzione sensoriale.
6. 6
Funziona respiratoria.
Funzione secretiva.
Funzione difensiva antimicrobica.
Funzione riproduttiva.
Per eseguire nel migliore dei modi le suddette funzioni, la pelle deve presentarsi
sana, integra e pulita.
Regole per la pulizia del corpo
Una scarsa pulizia produce sulla pelle una “patina grigiastra”, propria delle persone
sporche, che è l’insieme di sostanze originate dalla pelle e sostanze derivanti
dall’ambiente.
Eseguire un bagno o una doccia una volta al giorno.
Lavare e pettinare spesso i capelli.
Tenere puliti viso, occhi, naso.
Effettuare una corretta igiene orale.
Lavare quotidianamente le ascelle.
Lavare bene e spesso le mani.
Tagliare e mantenere pulite le unghie.
Effettuare quotidianamente
una corretta igiene intima.
Lavare quotidianamente i piedi
e asciugare bene gli spazi
interdigitali.
Cambiarsi ogni giorno.
7. 7
Formazione patina grigiastra
Sostanze prodotte dalla pelle
Cellule morte
Sebo
Sudore
Sostanze prodotte dall’ambiente
Polveri
Sostanze estranee
Microrganismi
PATINA DI SPORCO
RENDE MALEODORANTE LA PELLE
OSTACOLA LE FUNZIONI CUTANEE PRODUCE GERMI E PARASSITI
Dal sopraindicato schema si evince l’importanza di una corretta igiene del corpo che
può avvenire mediante:
Pulizia a passaggi (viso, ascelle, parti intime, piedi).
Doccia.
Bagno.
Accortezze:
Per aprire i pori favorendo la secrezione di impurità in essi contenuti, ricorrere
ad una temperatura d’acqua intorno ai 30° - 35° C (tiepida). Una temperatura
d’acqua di oltre 49° C (eccessivamente calda) secca la pelle e potrebbe causare
complicazioni cutanei a lungo termine.
Effettuare un risciacquo, a termine doccia, con un getto di acqua fredda per
compattare la pelle e chiudere i pori.
Prediligere saponi a pH neutro, pH fisiologico o leggermente acido. I saponi
alcalini alterano il pH della pelle.
Idrata la pelle con una crema o un olio idratante.
Effettuare uno scrub almeno una volta al mese per rimuovere gli strati di
cellule morte.
Continua …
8. 8
Estratto II lezione
II LEZIONE
Microbiologia
La microbiologia è un ramo della biologia che studia la struttura e le funzioni dei
microrganismi viventi unicellulari, pluricellulari o acellulari, non visibili ad occhio
nudo. Questi include:
Batteri.
Archaea.
Varie tipologie di funghi.
Lieviti.
Alghe.
Protozoi.
Inoltre, benché non siano catalogati come esseri viventi in senso stretto, la
microbiologia studia:
Virus.
Prioni.
MICRORGANISMI
Virus
Possono essere
Batteri
Possono essere
Patogeni Innocui Patogeni Innocui
Utili Utili
Micromiceti (funghi)
Possono essere
Patogeni
Possono originare
Innocui Utili
Producono
Micosi Infezioni
alimentari
Fermentazione Antibiotici
9. 9
Virus
I virus possono infettare:
L’uomo.
Gli animali.
Le piante.
I microrganismi.
Altri virus.
Entrano in contatto con l’uomo tramite:
1) Sangue. Esempio, i virus dell’AIDS e dell’epatite.
2) Inalazione (influenza).
Alcuni sussistono sulla superfice corporea, altri si estendono a
.gli organi. Esistono infezioni virali latenti e altre persistenti.
I virus hanno dimensioni piccolissime, non visibili con un normale microscopio, che
vanno da 20 a 300 nm (milionesimi di millimetro).
Struttura del virus
Capside: struttura esterna formata da
proteine. E’ costituita da sotto unità dette
capsomeri che, schierati in un certo
ordine, creano la peculiare forma
geometrica.
Nucleo: contenente materiale
genetico (DNA e RNA).
Fibre caudali: strutture di
adesione.
10. 10
I virus sono reputati parassiti endocellulari obbligati giacché capaci di riprodursi
solo all’interno di altre cellule viventi.
Continua …
11. 11
Estratto III lezione
III LEZIONE
Malattie infettive
Le malattie infettive sono riconducibili all’azione diretta o indiretta di agenti patogeni
che invadono l’organismo umano e, replicandosi, ne determinano un danno biologico
che può portare anche alla morte.
L’incontro tra ospite e microrganismo patogeno non genera inevitabilmente la
malattia infettiva:
Agente patogeno
Uomo
Immunità Vulnerabilità
Eliminazione
Rimozione immediata del microrganismo
da parte di meccanismi aspecifici.
Infezione
Infezione inapparente. / Infezione latente.
Malattia
Guarigione.
Guarigione curata.
Morte.
Sorgente e trasmissione dell’infezione
La catena di trasmissione delle malattie infettive ha inizio dal passaggio del
microrganismo patogeno all’uomo e/o all’animale che diviene una sorgente
d’infezione ad un altro uomo e/o animale che è definito soggetto ricettivo. Tale
soggetto ricettivo presenterà, dopo il periodo di incubazione, sintomi e disturbi di
quella specifica malattia diventando, a sua volta, sorgente di infezione e può infettare
un nuovo soggetto ricettivo.
12. 12
Il portatore può presentarsi:
Malato. Con i corrispondenti sintomi e disturbi dell’infezione.
Non presentare nessun sintomo. In questo caso si parla di portatore
asintomatico.
Uomo
Malato
Portatore asintomatico
Agente patogeno
Sorgente di infezione
Animale
Malato
Portatore asintomatico
Inoltre il portatore è classificato:
Sano. Nel soggetto è presente l’infezione, ma l’agente causale non riesce ad
oltrepassare le difese dell’ospite per determinare la malattia. Il portatore sano
resta, comunque, potenzialmente contagioso.
Precoce. Trasmette l’agente patogeno nel periodo di incubazione.
Convalescente. Il soggetto elimina, dopo la convalescenza, l’agente patogeno.
Cronico. Se l’eliminazione dell’agente patogeno avviene dopo molto tempo
dalla guarigione.
Continua …
13. 13
Estratto VI lezione
VI LEZIONE
Apparato tegumentario
L’apparato tegumentario, o cute, o pelle è un organo (il più esteso del nostro
corpo) che, internamente, accoglie strutture ed annessi che si distribuiscono con
diversa organizzazione e funzione.
Caratteristiche dell’apparato tegumentario
Copertura. Riveste il corpo esternamente e le mucose internamente, quali:
o Apparato digerente.
o Apparato respiratorio.
o Apparato urogenitale.
o Interno palpebre.
o Interno orecchie.
Superfice. Nell’uomo “con dimensione normale” l’estensione è di circa 1,5
m2.
Spessore. Varia a seconda della regione e del sesso. Da 0,5 mm a livello
delle palpebre a 4 mm nella pianta del piede.
Elasticità. E’ elastica, distendibile e resistente, peculiarità che
diminuiscono nel tempo.
Colore. Il colore cambia in rapporto alla parte, alla condizione fisiologica,
all'esposizione ad agenti esterni, alla razza.
La superfice esterna, dell’apparato tegumentario, presenta:
1. Orifizi. Sbocchi dei follicoli pilo-sebacei e delle ghiandole sudoripare.
2. Pieghe:
o Articolari. A livello delle articolazioni, quindi legate ai movimenti.
o Senili. Rughe legate all’invecchiamento.
3. Solchi.
o Superficiali.
o Profondo. Esempio, palmo delle mani e pianta dei piedi.
L’apparato tegumentario è costituito da 3 strati:
1. Epidermide. E’ spesso circa 0,2 mm. E’ un tessuto epiteliale pluristratificato,
con funzione di rivestimento e protezione.
14. 14
2. Derma. E’ spesso circa 0,2 mm. E’ un tessuto connettivo, con funzione di
sostegno, elasticità, nutrizione.
3. Ipoderma. Ha uno spessore variabile. E’ un tessuto connettivo ed ha funzione
di riserva energetica, sostegno, difesa e termoregolazione.
APPARATO TEGUMENTARIO
Epidermide
Rappresenta la parte più superficiale della cute ed è separata dal derma dalla
membrana basale o giunzione dermoepidermica che svolge funzioni:
1. Meccanica. In questo livello vi sono papille, prolungamenti e fibre che
uniscono solidamente i due diversi tipi di tessuto.
2. Metabolica. Consente e gestisce gli scambi di sostanze fra i due strati.
L’epidermide è un tessuto epiteliale di rivestimento, pluristratificato, cheratinizzato
non presenta vasi sanguigni e quindi riceve il nutrimento, tramite diffusione, dal
derma sottostante.
E’ costituito da numerose e diverse cellule, strettamente unite fra loro e immerse in
pochissima sostanza extracellulare:
Cheratinociti. Sono cellule che subiscono un processo di cheratinizzazione,
durante il quale le cellule, appena formate, spingono quelle più vecchie verso
la superficie più esterna, da dove saranno in seguito eliminate attraverso il
processo di desquamazione. Tale processo varia, nei diversi individui, da 12 a
EPIDERMIDE
DERMA
IPODERMA
STRATO
CORNEO
MEMABRANA
BASALE
RETE
NERVOSA
FOLLICOLO
PILO-SEBACEO
GHIANDOLA
SUDORIPARA
PAPILLARE
INTERMEDIO
PROFONDO
15. 15
48 giorni, con una media di 28 giorni. Il processo di cheratinizzazione
comporta un rinnovamento continuo di epidermide.
Melanociti. Dopo i cheratinociti, sono le cellule più numerose che si
distribuiscono nello strato basale. Hanno una forma abbastanza voluminosa e
dei prolungamenti che si introducono negli spazi intercellulari dello strato
basale e dello strato spinoso. I melanociti determinano il colore della pelle.
Cellule di Langerhans. Sono cellule dendritiche o stellate, con lunghi
prolungamenti che si introducono tra gli spazi intercellulari delle cellule dello
strato spinoso. Costituiscono la prima difesa immunitaria verso agenti patogeni
esterni e sostanza indesiderate che vengono convogliate, solitamente, ai
linfociti.
Cellule di Merkel. Sono ampie cellule tondeggianti che prendono contatti
sinaptici con le terminazioni nervose afferenti che le circondano, stabilendo
un'unità recettoriale sensitiva intraepidermica (permettono di sentire variazioni
di pressione esercitate sulla pelle).
Continua …
16. 16
Estratto IX lezione
IX LEZIONE
Dermatologia
La dermatologia è la branca della medicina che studia struttura, funzioni, malattie e
alterazione della pelle e i suoi annessi (peli, capelli, unghie, ecc.).
E’ obbligatorio, per svolgere in piena consapevolezza l’attività di estetica
professionale, avere una conoscenza delle principali malattie e alterazione della pelle.
L’estetista non ha il compito di effettuare diagnosi e tanto meno prescrivere terapie in
presenza di malattie dermatologiche, ciò nonostante deve essere capace di
riconoscere eventuali alterazioni al fine di:
1. Astenersi.
2. Applicare i trattamenti e/o i prodotti idonei.
3. Evitare contaminazioni di persone, ambienti, oggetti.
Lesioni
Le lesioni elementari sono una risposta cutanea che possono essere ricondotte a:
1. Cause esterne:
a.Sostanze varie e inquinanti che giungono a contatto con la pelle.
b.Agenti atmosferici.
2. Cause interne:
a.Problemi circolatori.
b.Problemi digestivi.
c.Disfunzioni ormonali.
d.Disfunzioni nervose.
Caratteristiche delle lesioni
Una lesione sulla pelle può essere qualificata come:
Localizzata.
Metamerica. Esempio, herpes zoster.
17. 17
Regionale. Quando colpisce una regione (esempio un arto intero).
Generalizzata. La patologia si presenta a carattere sistemico.
Universale.
Esistono specifici schemi di diffusione delle lesioni cutanee:
Fotodistribuzione. Le zone esposte al sole sono le più colpite.
Diffusione follicolare. Esempio l’acne.
Diffusione seborroiche. Si presentano in zone con elevata attività seborroica
come cuoio capelluto, zona naso, soprascapolare, sopraciliare.
Sedi apocrine. La causa della patologia è una ipersecrezione apocrina,
soprattutto ascelle e inguine.
Diffusione endogena.
I sintomi possono essere:
Dolore.
Prurito.
Tensione.
Cattivo odore.
Iperidrosi (forte sudorazione).
Anidrosi (perdita di sudorazione).
Nell’individualizzazione di una lesione bisogna considerare:
Colore.
Margini.
Consistenza.
Forma.
Localizzazione.
Distribuzione.
Tipi di lesioni
Si distinguono le lesioni, che possono essere isolate o associate fra loro, in:
1. Lesioni elementari primitive. Insorgono primitivamente come prima
espressione di una lesione. Principali lesioni:
a. Macule (macchia).
18. 18
b. Ponfo.
c. Vescicola.
d. Bolla.
e. Papula
2. Lesioni elementari secondarie. Sono la fase evolutiva delle lesioni primarie.
Principali lesioni:
a. Crosta.
b. Erosione.
c. Ulcera.
d. Ragade.
e. Cicatrici.
3. Lesioni elementari primitive e secondarie. Possono emergere come tali
(primitive) o derivare da altro. Principali lesioni:
a. Squama.
b. Pustola.
c. Sclerosi.
d. Atrofia.
Lesioni elementari primarie
Macule. E’ un’alterazione del colorito cutaneo, visibile e non palpabile. Possono
essere:
Macule eritematose. Arrossamento, diffuso o circoscritto, provocato dalla
dilatazione dei capillari arteriosi (iperemia attiva). Si presentano con un colore
rosso vivo, scompaiono con la pressione ed hanno dimensioni e forma
variabile.
ESEMPIO, UN RASH (ERUZIONE CUTANEA A RAPIDA INSORGENZA)
CARATTERIZZATO DA MACULE È DETTO ESANTEMA MACULARE
19. 19
Macule cianematose. Provocate da iperemia passiva (stati venosi). Si
presentano con un colore rosso scuro e scompaiono con la pressione.
ESEMPIO, CIANOSI IN ERITEMA PERNIO (GELONI)