Apr 1, 2007

Can Anything Slow The Google Juggernaut?

The term juggernaut is used to describe any literal or metaphorical force regarded as unstoppable that will crush all in its path. Even more descriptive: any large, overpowering, destructive force or object, as war, a giant battleship, or a powerful football team.

Seems to me that a lot of people are going to great pains to define Google and explain their Mission/Vision. Growing up - I would always get into the odd argument with my elder sister. The defining moment of the conflict would always come when she say "I know you better than you know yourself". To which I would often reply - how can you possibly know me when i'm still trying to figure things out for myself?

Don't bother trying to define Google's Mission and Vision - don't even try to decipher their reasons for doing anything. How can you - when Google itself is still trying to figure things out? Heck - even the "do no evil" mantra has evolved quite a bit since we first heard it.......

That said, i'll define Google as the closest thing we have to a Juggernaut - in Online Space. A starting point for 400 million Internet users and the No. 1 gateway to the Net's vast commercial potential. With more data on what people are searching for, Google can serve up the most targeted and relevant advertisements alongside the results, drawing more clicks, more cash, more users—you get the idea. Consumers love Google's simplicity and results. At last count – the Search Engine which is clearly re-defining the advertising world, controls 56% of Global Internet Searches – and counting. No wonder eager advertisers shoveled some $10.6 billion into Google's coffers last year, up an astonishing 73% from 2005. If you can believe it, Google's $144 billion market value tops that of Time Warner , Viacom, CBS, ad agency giant Publicis Groupe and the New York Times Co. Combined.

Think about all that information on people’s buying habits – that alone could be worth Billions some day. Certainly – not everything Google does is successful. The whole Adwords for radio, print, and television concept - is yet to get off the ground.

As the Juggernaut continues to destroy business models – in advertising, publishing and just about everywhere else, there’s a growing fear that Google may be becoming too powerful. Recently, NBC Universal and News Corp announced big plans for a rival to Gootube, and I think we all know what that means – since UGC is clearly not the biggest driver of YouTube’s popularity.Viacom is took things a step further by suing Google for a headline-grabbing $1 billion, charging YouTube with willfully infringing on copyrights by allowing users to upload clips of The Colbert Report, South Park, and other TV shows. A couple of weeks earlier, Copiepress, a group representing Belgian and German newspapers, won a copyright case that could sharply limit Google's usefulness if it sets a precedent.Even some of Google's advertising customers complain that the company sometimes appears cavalier about their concerns.

That's partly because of the very technology on which it's built. Its search-ad business runs on a pointedly opaque set of complex mathematical formulas that give high placement to ads based not simply on which marketers pay the most but on how many people click on them and other factors. That prods advertisers to create better ads and more relevant Web pages to which the ads send them. But such a system leaves everyone to guess which ads work best and how much to pay for top placement, and the ranking can change without warning. I think that’s one of the key reasons why online advertisers worldwide are banging their heads against their monitors at this very moment.

Perhaps it's time to start changing Google - the verb to Google the noun

The Noun - Juggernaut: "a massive inexorable force that seems to crush everything in its way".

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