USER CENTRICITY

USER CENTRICITY is a term given to the growing power of populace in general. Today in advertising world, ad agencies are facing an uphill task of convincing clients. Clients which are well versed and well equipped in use of tools of trade like Photoshop and CorelDraw etc. One should be wary of the invisible giant in the room and that’s exactly what is happening in the advertising world today. Focusing on the agency part first, advertising agency are finding it increasingly hard to convince clients on the aptness of the campaign, media plans or the general print ads they create as because the client now feels that the digital creation of the aforementioned is not as hard or as costly as it was assumed by them beforehand as everyone now has access to internet and the bar has been set higher by other agencies, so on and so forth. Power to the user takes a whole new term here as unlike other professions, power to the user on the contrary means that the power is being taken away from somebody, which in this case is the hapless agency, who is sandwiched between client and consumer.