Media's future seems to be fairly clear: smaller, faster, lighter and much much more of it. If we think of formatting as evolving through a less is more paradigm, most marketers have ceased to send
entire web pages to the inbox, thus tomorrow's format will have at its heart: portability. The proliferation of smart phones & tablets have spurred changes in design which affect the content of
tomorrow's media. More media will rise that's unique to smart phones as consumers spend more time in apps vs. surfing the web on very small browsers. The less bit of the 'less is more paradigm' is
completely predicated on customer insight. Marketers who send less will send more accurately because whatever they chose to send will be based on more robust insight into customer behavior. Because
the technology to track online behavior is becoming more sophisticated, and more importantly, marketers are realizing the value of this data, future media will become more custom tailored and
ultimately more interactive and dialogic.
