No, you don’t have the wrong number. For the first time in more than 10 years, Google is making some major changes to its interface.
If you haven’t heard the news yet, Google is doing away with the tried and true, simple interface on its Android and iOS apps, in favor of a more personalized approach, in the hope of giving users just what they want to know, when they want to know it.
The new Google app will offer a more personalized look by providing users with a list of relevant topics as soon as the app is opened. Eventually, this interface will find its way to desktop, which means that its once stark look will now be populated with copious amounts of content that’s catered to your liking.
Essentially, as the digital world continues to shift, big-name companies like Amazon, Facebook and Uber are implementing predictive technologies into their solutions because users are demanding this caliber of personalization with every device and app that they use. This update is just Google realizing that, in order to stay relevant, they have to think like their competition – and then some.
Here’s what I mean.
When you catch wind that a news story broke about your favorite celebrity or something that’s of interest to you, where’s one of the first places that you check? Odds are, you reflexively grab your phone and open up either Facebook or Twitter to see if the topic is trending and if you can learn more about what’s going on. It’s this intrinsic nature of grabbing our phone and logging onto our Facebook or Twitter apps that Google is chasing.
So how can brands use Google’s latest update to their benefit? The answer is by creating relevant content for their respective industry.
Let’s say, for example, that you own a popular ice cream shop – Sweet (pun intended). App users who follow and interact with topics related to your ice cream shop will now be more likely to come in contact with your content and content that mentions your business. The upside of this is that because of the correlation between these users’ common interest in ice cream, you are now opening your business up to consumers who are more likely to stop in and buy something. If done correctly, this update could mean more eyeballs on your brand, but the only way to do so is by creating content that speaks to your target audience.
Think about it this way: If a user sees a topic that he likes, he’ll be able to dig a little deeper with one simple click. If there’s a news story that piqued his interest, that one click will take him to additional related content. The newsfeed will also now include information that’s drawn from a user’s search history and topics of interest.
It’s the latter that opens additional doors of opportunity for companies because Google’s News Feed will now be pulling information from other sources to curate content that reflects the user’s interests. This means that companies will have to look at their marketing through a holistic lens rather than a narrow scope. Because the branding wheel is made up of various cogs – social media, content and advertising to name a few – all of these have to work in unison to move the business forward.
Now that we’ve taken a look at how this update could help brands, let’s flip the switch a little bit for those people who live and breathe content. Since we pretty much just described one of our service lines, we’ll use ourselves as an example.
To us, this update opens up a plethora of opportunities to disseminate content to audiences who are interested in what we have to say. In our case, that would be marketing. So if there’s a trending topic that we could seamlessly tie in with marketing, we are increasing our potential of that piece of content showing up in the news feeds of people who are interacting with that trending topic, too.
While this seems like a lucrative venture for Google, and one that might stick given the fact that people all over the world crave personalized content around the clock, we can’t help but wonder if Google’s News Feed will inspire the masses or fall to the wayside like Google+?
What do you think? Let us know in the comments section below!