In a few days, hordes of people will descend on Austin, Texas, for SXSW Interactive. And a good chunk of them will be from the marketing and advertising world.
It's a fantastic opportunity for networking. It's a great chance to glimpse how technology is changing our industry. And there are loads of parties. Really, lots and lots of parties.
But if you work in marketing or have anything to do with it, the real reason to go is that SXSW is that it's an eye-opening metaphor for the cluttered media landscape that marketers have to deal with in today's world.