This week, SXSW opens here in Austin. Our CEO, Jen Grogono, a pioneer in online video, will be speaking at the now world-famous event. Her interactive session is influenced by Marshall McLuhan, who, in turn, influenced so many thinkers.

Most know McLuhan as the communications genius who coined the phrases“the medium is the message” and “the global village.” Few know that his research focus centered around impact and how change influences impact. To him, anticipating disruption rather than riding the wave was key. Jen will take a page out of McLuhan’s book and talk about how to lead, rather than be led by the challenges and changes video brings businesses.

She’ll address the burning questions facing all of us working in this video speed warp: How to build a video strategy based on anticipatory changes online video is bringing — from OTT and engagement patterns to real time video experiences to the next big video destinations – ad infinitum. And then how to turn those strategies into results-focused efforts that drive user engagement, data collection and revenue.

Well, just like the “P”s of marketing, there are actually 5 P’s of Video that can guide strategists. Using these as a basis for discussion, Jen will advise companies on how to create predictive video strategies that capture the endless opportunities coming down the video pike.

Five years ago, even two years ago, how many of you foresaw the impact video would have? Step back even further. How many of you foresaw the advances in technology that led to video’s rapid adoption across all aspects of an enterprise’s operations? How many of you started to take full advantage of this interactive, trackable, emotionally potent medium?

Sometimes wisdom comes in the form of intellectuals who influence the communications media we consume. Other times, you learn it at SXSW from an entrepreneur who understood early on the impact of online video. Sounds like either way, it’s a win/win proposition.

In Town for SXSW?
Let us know if you’ll be in Austin. We’d love to see you at the session. And we invite you to stop by our offices while you’re in the Capital City.