Babar Khan Javed
Jul 24, 2017

Google updates its feed to improve contextual messaging

Google has updated the feed in its search app to include data points across Google apps and offer users actionable ideas and advice on how they can pursue their interests.

Google updates its feed to improve contextual messaging

An update to the Google feed app will now split the UI into two sections.

On the one hand, users will have access to information that surrounds shared interests such as sports, news, and entertainment. On the other, users will be able to see data points that are relevant only to them, such as upcoming meetings, flights, or appointments.

Based on a users search history, Google's machine learning is pulling information to understand what users are interested in and the natural progression of their commercial interests in line with browsing behavior. So people watching YouTube videos of their favorite band performing live will be prompted to upcoming concerts that do not clash with their important dates (synced with Google Calendar). People who are taking a flight to Kuala Lumpur will be recommended HoReCa options in the city that coincide with their lunch hours or scheduled meetings.

While the update is currently limited to the app, it likely be reflected for desktop users as well as mobile users on Google's home page, which means the iconic design will be a customized makeover. This means that with time the Google home page will become the destination for a user to visit in order to better contextualize their day and interests, without having to worry about likes or shares.

By condensing actions across all Google apps, the suggestions offered better equip users to pursue their interests in the real world. As with all products and tools by Google, advertisers, and agencies can expect to see "feed" as an option within DoubleClick and AdWords, offering them a better chance to be suggested either with paid channels like SEM or PPC or with organic long term channels like voice or location-based search optimization.

Related Articles

Just Published

18 minutes ago

How Giant gives the people what they want: $16 ...

Dairy Farm’s Southeast Asia marketing chief on the radical idea of permanently lowering prices and going against hype- and promotions-driven marketing.

19 minutes ago

Can Japan recognise strength in diversity?

Japan’s concept of what it means to be Japanese remains overly narrow. But some signs point to more inclusion and acceptance of diversity in background, mindset, struggles and choices, writes the co-CEO of Yuzu Kyodai.

1 hour ago

Cathay Pacific tries to give vaccination rates a ...

The airline encourages staff and Hong Kong people to get their jabs so they can get flying again.

1 hour ago

Women Leading Change Awards shortlist revealed

See the women and companies shortlisted for the fifth annual awards, the winners of which will be announced on June 8.