As mentioned above, the message is the central axis around which a communication campaign revolves, but if we do not know how to transmit a good message through the appropriate means, all our efforts will have been useless, whether in the world. off or in the online world, which are called social media.

Social media is currently playing on the upside, as they provide marketing with a new way of communicating with people in a closer, direct, and dialogue way. We can even define them as adaptations of traditional marketing and communication to the digital and relational context in which we are moving.

With social media, a new relationship marketing paradigm is established, since they allow direct relationships with the added advantage that if done well, the relationship is not initiated by the brand, but it can be the people who do it first. For this reason, credibility appears as a seal of quality, if transparency and reliability fail, then the bond that unites the brand with Internet users is broken.


It is still the medium with the highest penetration rate: it is seen by close to 90% of the population over 14 years of age, more than 40 million people. The medium continues to be the protagonist despite the unstoppable advance of the network and its penetration does not know the age, gender, or social class. The average daily consumption of television in 2013 exceeded 240 minutes per person since the audiovisual value gives a lot of power to communicate.

The attractiveness of television as a means of communication for advertisers continues to lie mainly in the possibility it offers to reach a large number of consumers. Its only obstacle is that it requires a large capital investment to exceed the “audience threshold” which is neither more nor less than the minimum number of ads necessary for the message to be captured by the consumer.

The Immediate Future

The competition is with multichannel and between screens with a permanent search for increasingly individual loyalty through the new phenomenon of “portability” and “delayed viewing and on-demand.”

The future is a battle between “screens” –through traditional television, mobile phones… – in a multiplatform market that will be enhanced with digital media and through new distribution systems.

Audience studies will have to be more complete and diverse than at present, with the atomization of screen shares and the vital importance of the audience positioning obtained by each television project, in such a way that a brand with a strong identity will be preferable qualitative and sociological, and not so much of the amount of the audience.

The Media And Audiences

In Mexico, the relationship between audiences and the media has had an unexpected scope to the extent that their form of interaction has changed. Before, this role of watchdog over government actions could be attributed to a few qualified journalists or media who questioned the actions of the institutions. Today, communication is much more open and plural, allowing different voices to be heard and involving the public in political activities, such as voting, contacting and questioning public officials, taking part in social protest movements, or simply giving an opinion.

In the same way, institutions, companies, and politicians have had to modify their dialogue with society thanks to what the media published. They are increasingly exposed to public scrutiny and accountability demanded by public opinion, which can often lead to legal actions against them, caused by media coverage and public pressure on government bodies.

In Mexico we have had many of these cases, which, although they are part of a culture that for a long time was normalized in the political spheres, today they have come to light, they have become visible thanks to the fact that society is no longer willing to wait as before. That is why the media are a vehicle to generate that voice, and society is exercising its right to use it.

Other Media

  • Radio. It continues to be an important medium as an advertising investment, attracting more than 20 million listeners. Its integration into the internet is allowing it to interact with “the customer”.
  • External advertising. It still has a large number of media in all cities, street marketing or advertising actions in the street to attract attention is still a valued medium.
  • PLV. It is an advertising option that impacts the customer at the moment the buyer is at the point of sale.
  • Sports sponsorship. Motivated by the good results that Spanish sport is currently experiencing, it makes companies interested in it, knowing that each euro invested in this item must invest two in corporate communication to publicize the objectives achieved.

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