Television remains an important pillar within the advertising industry. But even though television advertising continues to enjoy the trust of our advertisers, the television seems incapable of adapting to the language and new forms of communication for users and consumers.

Although television remains the primary means of communication in terms of investment volume, the reality may be quite different given the new habits and consumer trends.

Large companies and brands to continue despite the betting heavily on television advertising, are becoming increasingly aware that new communication tools and channels through the Internet, such as social networks are creating a greater impact and impact among consumers while generating a direct and close relationship with the also increase levels of trust.

The traditional TV is becoming obsolete and losing ground to the constantly changing Internet environment that threatens to conquer his kingdom. In fact, some data in this regard are most evident signs of the changes currently being experienced. In this regard, 70% of Europeans are done monthly, multi-task in the process of media consumption. That is, the vast majority of European consumers access the Internet while watching television.

Users have radically changed their role to move from mere spectators to becoming active part of the communication, and in spite of continuing to maintain its role as recipients of the message, now your participation and opinion are considered vital aspects in this process.

Thus, it is not difficult to understand how television and advertising have been found in the most limited way communication, since neither the viewer's response is immediate or can detect the reactions of consumers, what they think or have to say.

The social networking phenomenon has brought great changes in this regard. Users and consumers not only act as recipients of the message but also share information, they can interact, communicate with their own brands and also be part of a communication under one language.

Another important aspect is directly related to the saturation current advertising on television. This results in a rejection of it by spectators at any time can decide if you really for them is really relevant or interesting, which eventually ends up influencing the effectiveness of advertising itself and an increase in the habit of viewers by changing the channel during commercials.

Television advertising ends up being regarded as something intrusive stops on that to which viewers actually pay attention. And before that, viewers can not show it nor rejection and therefore lose brands and advertisers a great opportunity to know for certain reactions or how to communicate with the consumers themselves.

Companies that are not on the web will not exist for the new consumer, born of a mix between individual and consumer, and named "persumer" which requires marks a closer relationship, according to a study.

Internet is a vital tool in the relationship with the consumer brands post-crisis and now he is not in the network does not exist, predicts the study "The Next Best Brand" by Method Helmer through its Permanent Observatory Trends, FUTUR E.
This study has christened a new term to the consumer of the future: Persumer, a new figure that is emerging and whose name comes from the fusion of people and "Consumer." The Persumer requires another type of relationship with brands that requires one on one communication and frankly, much more involved in their lives, their problems and their daily lives. The post-crisis consumer wants to feel closer to the mark, committed to his world and capable of offering new alternatives, brave and firm.
The future consumer is enhanced by the crisis. He has maintained a cautious stance in relation to consumption and critical to trademarks. And in this line defines the Persumer, a customer who knows its power, its place in the brand-consumer relationship, and is considered the protagonist of this relationship.
His critical spirit puts you in position to choose and will choose those brands that always perceived as well defined, which are clear and not mince words. Credibility is a rising star in this new scenario and the marks should go for that closeness and clarity if they are to a Persumer that is demanding and mature.

Dare to be true

The marks must dare to innovate and get to the future consumer of a new form and different. It is time to return to creativity as a fundamental tool for the renewal of the brand, to help you convey a different, distinct and authentic. As identified in the study, the marks must reinvent itself to be sustainable and dare to be different, innovating not only in your message, but the channels for communicating.
Default molds must be broken and dare to explore new forms of communication. What is different is now well accepted, but there are no parameters closed flexible proposals openly seeking to surprise the consumer of the future.
The demand Persumer brands known address him know all your circumstances and anticipate their needs and desires. In this new direct and close relationship, the post-crisis consumer wants to experience the difference and authenticity of the brand. Cease to be faithful to the brand to become addicted to the experiences they provide them.