In 1957 Walter Ulbricht proclaimed famously to “overtake without catching up”. The state council chairman of the German Democratic Republic presented a catchphrase to persuade East German citizens, that socialist planned economy is the way to gain superiority without compromise against the capitalist West Germany. Well, we know that didn’t work out.
In the fight between the two biggest advertising networks Google decided in 2017 to take on Facebook with the announcement of it’s own timeline feed within the Google app. A year later Google elevated the Discovery news feed with user interests: the new Topic Layer on top of the Knowledge Graph turned Google Search from a pure pull-medium into a hybrid pull-push-medium. The feed works at the moment without user generated content or comments in contrast to Facebook.
Google wants marketers to understand that it can be part of push marketing beyond display advertising across the web. It’s just a matter of time until Google makes native advertising a part of the new passive serendipity feature.
Instead of pushing a new social network, Google+ ahem, Google expands it’s knowledge about user interests and user behaviour into an already existing platform that has became indeed a swiss army knife of all things digital. So with Discovery it leverages the passive feed ux mechanics of social network apps without the need to “connect people”.
This time “overtake without catching up” could work for Google in terms of regaining ad budgets from Facebook – if it is relevant and less noisy for that matter.