Eric Reiss
Euro IA
Trends last but fads disappear overnight
- Websites no longer live in isolation
customer experience management - Websites have become more focused
clear place to start - Websites are now truly multimedia
- Sitemaps are dying as deliverables but alive and well as supplementary site nav
- Customisation is dead but personalisation lives
- Site search is improving but very slowly
- IA is not always part of the job title
Eric predicts a split between strategic and tactical IAs with the title of IA itself becoming a more junior role. This split he thinks is dangerous as business analysts and business consultant take over.
Interestingly in advertising agencies it was discussed that planners in ad agencies are seen as another threat. Traditionally non digital ad agencies have failed repeatedly to design websites that work. however increasingly they are hiring talent however the agencies themselves are still not clued in. They still don’t get it: the user experience, the whole interweb thing.
From personal experience of ad agencies I could not agree more strongly. Unless ad agencies outsource all online and digital marketing or somehow buy the talent this won’t change.
Jonathan
