The medium is the message. Blah blah. Old news. Think again: McLuhan’s famous statement isn’t a full frontal attack on content. It’s about the change a specific medium can cause. It’s about impact. When Forrester’s Dr. James McQuivey noted a minute of video is worth 1.8M words, he was also talking impact. Are you accounting for that impact in your video strategies? Are you really? Again back to Mr. McLuhan, are you “anticipating” it, “deflecting and controlling” it or are you just along for the ride? The challenge for video leaders cum entrepreneurs, marketers, and producers is to build a video strategy based on anticipatory changes online video is bringing -- from OTT to monetization and engagement patterns -- and incorporate them into results. Just like the “P”s of marketing, there are actually 5 P’s of Video -- things you must consider to capture the opportunity that McLuhan put forth. Know them.
presented at SXSW Interactive 2014 by Jen Grogono, CEO at uStudio
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