An extremely interesting weekly highlight definitely has to be the Google – comScore drama and, given the way things have unfolded, it’s clearly something worth looking into, as it illustrates how everything can (and, in most cases, will) backfire if you “dare” to mess with the big G.
Everything started with comScore’s 1.8% paid click growth for the first quarter announcement, which has naturally generated quite a bit of buzz. Is this the beginning of the end for this giant? Is this an early sign that Google is beginning to collapse under its own weight (and, given the fact that the competition isn’t exactly fierce, that’s the most dangerous scenario as far as the big G is concerned)? Are they starting to pay the price for all of their controversial decisions? Nope!
The folks over at Google recently shared their actual growth of 20% compared to last year and, while it doesn’t mean that their business model is perfect or that they couldn’t be in for certain unpleasant surprises down the road, these numbers have basically put comScore to shame.
Sure, they came and “explained” that their report only referred to domestic clicks and that this was all just one big understanding, but their approach in this situation isn’t exactly something they’ll congratulate themselves for down the road.
When you take the market by surprise with an announcement such as the 1.8% one, you had better make sure that you leave little room for interpretation because otherwise, you will simply end up looking foolish. And that’s exactly what happened as far as comScore is concerned. The fact that they tried to somehow justify their approach hasn’t exactly helped all that much since, in the end, most people will only remember this (although not for long): “Did you hear about how comScore was put to shame?”
At this point and on a subconscious level as far as the market is concerned, comScore has actually had a lot to lose as far as credibility is concerned. That doesn’t mean that we should start thinking about negative scenarios regarding comScore’s future, not by a long shot. Since being perfect is impossible, it’s perfectly understandable that even important companies make mistakes every now and then.
In the end, people will end up forgetting about this entire situation which, all in all, has at least provided some decent entertainment this week and (as though something like that were even necessary) has made us ask ourselves yet again: who dares to mess with the big G?