Posts etiquetados ‘New Media’

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.

To Clay Shirky, in the history of humanity have occurred five major changes in the media strong enough to be considered “Revolutions.”

The first one was the birth of printing in the fifteenth century, then it was the birth of the telegraph and radio, the invention of cinema and photography and the arrival of television.

The characteristics of these media is that they are good at communication one by one as the telegraph or telephone, but are not good for generating groups. And the media that are good for creating groups are also very bad for one to one communication such as radio and television.

The formats of communication one to one and one to many were well established in the twentieth century, but in the last 16 years, the birth of the Internet has completely changed this picture.

The World Wide Web has changed the media landscape so much that it has absorbed and distributed other digital media content from the Internet itself.

Today, radio, TV, Movies, magazines, photographs, newspapers, etc. can be obtained digitally from the Web.

In addition to this, which is itself a huge change in the history of the media, the Internet opened the door and combined the best of all other media creating a new format: Many to many messages.

It ended forever the era in which messages were created exclusively by professionals and the contents released centrally through a radio station, a printing press or a television channel.

No, today we all have the same tools and can send messages to large numbers of people simultaneously. The media has a new meaning because now it’s free, it’s cheap and it’s for everybody. Now every consumer has become, also a producer.

Today the challenge is to understand the groups that form around common interests and organize the messages without attempting to control these groups. This centralized censorship no longer exists and it will never return.

The question today is: How do we create better content in these new media?