Mexico, Hybrid Communication

Although Mexico is a nation full of artists and highly developed creative individuals, we rarely innovate in procedures or bring fresh ideas in business, communications or advertising.

The current revolution in media, the impending departure of the traditional media of the field of marketing, advertising or business and the solid entry of “new” alternative media, force a pause to advertising agencies, marketers and advertisers. We need to rethink the way for the most appropriate strategies to achieve our market objectives.

Social networks, Internet, Blogs, Twitter and other social markers have set the standard very clear about what is happening in the world of communication.

The question is: Are countries like Mexico ready for this adjustment model?

In the medium term, we are all immersed in these new media, but now we are experiencing the transition. Mexico has at present 27.6 million Internet users (http://www.internetworldstats.com/central.htm # x) that means that only ¼ of the total population are connected to the Internet. Beyond the cold data, this is an example of why we are not ready to fully enter the new techniques and alternative media strategies.

For now, due to the low Internet penetration in Mexico, and mobile (79 million users in Mexico, just over Peru in the Americas) we are doomed to continue using traditional media as a vehicle to spread messages and advertising. It will be necessary to mix the traditional and alternative media. Make a hybrid in the time of the media mix until gradually erase this terrible technological backwardness and we can fully enter the virtual world.