Communicating is a human need since the world exists. This is why the media are all channels, instruments or ways of transmitting information.

These are so broad that they range from writing and drawings to the communication technologies that we know today.

How Have The Media Evolved?

Today, it is easy to identify which are the most common means of communication:

  • telephone,
  • TV,
  • radio,
  • and the Internet.

However, that has changed over time, and it is important to remember that history deals with these means from the most rudimental exemplars.

It is worth considering that many of these media were not based on the technological idea since they were considered as means of communication:

  • the drawings;
  • signs;
  • signs;
  • the beginning of languages

Following a chronological order, among the best-known media, the sequence of appearance was:

  • letters;
  • radio;
  • telephone;
  • television;

From them, naturally, with the deployment of technology and digital transformation, a series of variations emerged.

During the evolution of resources, the integration between technologies was a powerful framework that, despite being very natural in modern times, needs to be deeply evaluated.

A good example is the telephone: who would say it could give rise to other forms of communication such as video calls, instant messages (such as  WhatsApp ) and even take over a host of Internet-related channels?

So despite having the same definition, the main difference between all these options is the distance, scope, evolution and impact they have on society

What is the Importance of the Media In Society?

If today we can automatically understand what the media are, it is also possible to know how important they are for society.

This conception acquired real prominence when technology brought innovations and new ways of undertaking communication. So we can say that its importance lies in the fact that:

  • today it is easy to establish contact with someone who is in another state or country;
  • the information is also in different channels. It generates unique importance for the media;
  • the other channels provide different languages ​​and ways of making contact with the consumer ;
  • More than informing, the media are also dissemination tools;
  • For companies, they are a fundamental resource since they manage to show their brand to the public;
  • With the appearance of new communication resources, common advertising underwent many transformations;
  • these channels are becoming more fundamental every day since they are accessible to everyone, at different levels;
  • From a marketing perspective, it is as if several doors were open to receive campaigns, each one of them demanding another way of speaking, approaching and directing actions.

What are the Most Used Means Of Communication?

Among the different media, some have the preference of the population.

Just as the Internet emerged with the development of technology and advanced considerably among the favourites, TV and radio did not stop impacting society. Within different contexts and needs, each of these media meets the demands of the public.

Marketing can be in all media, always with strategies developed to reach the public and the buyer person  in the best possible way.

For this reason, the way of carrying out actions is adapted for each of these channels since this interferes with the efficiency of the campaigns.

It is also important to understand that popular media are what society is used to using.

Next, we will explain more about the main channels, how adherence is and how the population uses these alternatives.



Television was one of the inventions that caused the greatest impact on society and is shown as an efficient and complete means of communication, which transmits information, advertising and entertainment.

For society, having all this in a single medium had a great impact and made television an extremely attractive medium from the start.

Considering some data obtained in the National Survey of Audiovisual Content Consumption on Radio, Television and Internet in 2017 in Mexico, we understand the following:

  • 92% of those interviewed said they have a television in their home;
  • open television channels are watched by 64% of the Mexican population;
  • 56% of Mexicans have a pay television signal.


Radio is one of the first means of communication. It occupied a prominent place in the development of society about its importance.

According to the survey, in 2017, 38% of the people interviewed declared listening to the radio.

Despite not being so engaging due to not having images, it plays a fairly important role. This channel also brings together information, entertainment and advertising, but with a different format.

It is limited to specific times of the day, such as in traffic in the morning.

However, music consumption on this channel has decreased significantly since it has great competition on streaming platforms and the Internet.


The progress of the Internet is clear, and the study offered data that proves that: 43% of the population affirms that it is their preferred means of communication to consume audiovisual content. It is likely to happen because of the breadth of possibilities it offers.

Explaining this is simple, considering that it provides many advantages and comforts, some of which are:

  • the agility of information;
  • Mobility;
  • broad access to content ;
  • the possibility of consuming any material of personal interest.

Another important issue is the increasingly wide access that is not limit to social classes. The National Institute of Statistics and Geography presented the National Survey on the Availability and Use of Information Technologies in Households 2017. It highlighted that 71.3 million Mexicans have access to the Internet.

How has Technology Impacted Changes in the Media?

It is impossible to talk about the media without considering the fundamental importance of technological evolution.

If the Internet evolves as a broad channel today, it is due to its development over the years.


This was a factor that also transformed the communication channels, and with this, a worldwide connection and union were achieve.

Smart TVs, for example, allow access to applications, providing users with much more than open or closed programming.

Radio is also not limit to stereos, as stations can be tuned in over the Internet.

Streaming software has its channels, usually personalized according to the audience’s taste.

Many media have existed for several years, however in each technological advance, what we already knew is developing in incredible ways.


Perhaps the greatest impact of technology on communication is segmentation. Digital marketing has this possibility as a base: campaigns and actions directed at its target audience.

Although the Internet is wide and is use by a large number of people, some resources allow the scope of advertising to be limited to just a target audience, and this segmentation achievement was due to:

  • the development of the Internet along through the progress of the digital age;
  • marketing automation and other actions;
  • the possibility of increasingly communicating with those who are interested.

Nowadays, companies need to choose which media will be use to spread campaigns.

The trend is that the Internet, mainly through social networks, is the most chosen channel for brands to achieve good communication with their audience .

The impact of technology has been essential to start a new era in business.

How To Use The Media In Digital Marketing Strategies?

To have an effective strategy, it is necessary to choose the communication channels correctly. For that, it is essential to consider where your audience is and to which of these media they respond best.

In this perspective, some alternatives usually present a good performance. Next, know the main ones.

Email Marketing

Email marketing remains to be an excellent means of communication within digital marketing. It is a simple and efficient way to maintain a good relationship with the public through the offer of content.

With a good feed cycle, it is possible to convert prospects and visitors into leads. The right language and a good frequency of sending emails contribute to the excellence of the strategy.

Social Media

Facebook, Instagram, YouTube, Twitter, LinkedIn (and some others) are social networks that are well position and considered, and surely, your brand’s audience uses them daily.

It is essential to have a corporate profile to be able to communicate. Besides, being present allows:

  • that your brand promotes products and campaigns;
  • expose the company (be present in the virtual environment);
  • contribute to customer service ;
  • generate more sales.

Thus, the presence in the networks is essential since they are part of the daily life of society.

Search Engines

Digital presence is everything nowadays, especially when it comes to business! It is impossible to execute good marketing without highlighting a company on the Internet.

This highlight is possible thanks to the creation and development of a website, the design of a blog and the publication of quality content in these media.

This work is essential to consider organic traffic through Google tools and optimize results for search engines.