THE BRIDGE TO SUCCESS IN MEXICO

As Latin America’s second largest economy, Mexico is an obviously attractive proposition for international brands. To thrive in the market though, it is important to work with a local team that understands the unique cultural idiosyncrasies of the country, but has an international perspective and can fit your needs into a campaign that will deliver results for your business.

Whether you are an established international brand, professional services provider or an ambitious tech start-up Sherlock offers an award-winning team that blends local knowledge and contacts along with decades of international experience.

Whether through media relations, social and digital media, influencer or inbound lead generation campaigns, Sherlock’s team in Mexico City will generate great results for your business.

Print news, social networks or television?

Television! According to our report on media consumption in Latin America, in which we interviewed over three thousand people from across Latin America, 32% of Mexicans believe that television is the most reliable source of information, followed by the internet (28%) and social networks (14%).

Mexicans are also less likely to read print newspapers than most other Latin American countries – in 2021, when our study took place, 18% of people said they never get their news in print format.

Only 10% of Mexicans cited radio news as their most trustworthy source of news, while 1% said podcasts were the best place for factual news. Generally speaking, Latin Americans trust news from social media more than podcast content.

Instagram is not Mexicans’ most trusted social media

Mexicans are less inclined to rate Instagram as a top news source than other Latin Americans. In Mexico, Facebook was cited as the most trustworthy news source by one in three respondents, while Twitter (28%) and YouTube (20%) were also rated highly. WhatsApp was considered the most trusted source of news for just over 8% of Mexicans, LinkedIn for 5% and Instagram for just 4%.

While in other countries like Brazil, digital marketing strategies focused on Instagram tend to be much more successful, greater emphasis on Facebook, Twitter and YouTube would be the best PR choice in Mexico.

The media’s diversity gap

As in many other countries in Latin America and the world, Public Relations in Mexico has a blind spot when it comes to representing diverse people, such as the LGBTQIA+ community, women, people with disabilities and indigenous people.

Our Mexican team interviewed Enrique Torre Molina, a LGBTQIA+ activist, co-founder of the online platform Colmena 41 and a podcaster for #MafiaGay.

Enrique told us that “in order to change this, we need to put ourselves at the centre of decision making. We need to be included in the creative process, from production to distribution.” 

According to him, stakeholders need to realise that the old-fashioned methods for classifying content and audiences no longer make sense. While corporate inclusion policies have improved in many other sectors, the media is lagging behind in Mexico, and needs to “understand that inclusion and diversity are not just ‘nice’ to have. It’s time to view inclusion as a business imperative”.

Combining PR strategies with digital marketing strategies is an essential combo for thriving in a one-of-a-kind country like Mexico. Let’s look at some examples of what we can help your company achieve here.

YouTube SEO

Have you heard of Google’s technical SEO strategies? Created to facilitate the work of Google’s robots as they crawl websites all over the internet and classify them according to more then 200 metrics, these strategies determine whether a website appears at the top of results pages when users search for something on Google. This ensures the search engine provides the best possible service to its customers. 

YouTube SEO works in a very similar way to Google’s SEO, since the video platform belongs to its gigantic parent company. 

But why consider YouTube SEO? Because data shows that Mexicans trust this platform, and there is so much a company can do on it – not just creating interesting videos, but broadcasting TV programs  and channels which people don’t ordinarily have access to.

Social media

Facebook and Twitter are considered among the most trustworthy social networks by Mexican people, so it’s important to maintain a presence there. Social media should always play a part in digital marketing and public relations strategies, especially in Mexico, where more than half of the population is online – 65 million internet users, of which 18 million are online shoppers.

Servicios de Talento

Our diverse team is specialised in finding the right people to deliver your message to your audience. And what’s more: to make them believe and remember it. We can also help you to identify a diverse range of people who genuinely represent and engage with the Mexican public. Diversity is crucial, especially considering the gaps which Mexican society has traditionally experienced. 

Link building

Did you know that 36% of Mexican people verify information on official sites before sharing it online? Together with Public Relations, link building is all about searching for the most trustworthy portals (websites), with the highest rates on Google, to share quality content marketing.

Message Development

What are you going to talk about? With whom? How? When and where? All these questions will be answered in a 360º message development strategy, considering your stakeholders and your audience in particular, and setting your company apart from your competition. Remember: messages may be global, but the strategy for amplifying them needs to be local.

Through media relations, social and digital media, message development, link building campaigns and much more, a top PR agency with a local Mexican team, such as Sherlock Communications, will ensure great results for your business.

Conducting non-sexist journalism requires professional work with a gender perspective that makes visible, from a language without stereotypes, the social condition in which women live. The media, as a thermometer of language and social conceptions of a given time, are references for the construction of identities, for the formation of mentalities and the creation of ideology.”

— CIMAC (Women’s Communication and Information AC), Mexico.