Limited Time Offer: Save 30% on PRO with code GETRESULTS »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Three Steps to Prepare Your Company's Brand for the New gTLD Expansion

by Frederick Felman  |  
July 23, 2012
  |  8,490 views

In this article, you'll learn...

  • What top-level domains are and what they have to do with your brand's digital presence and strategy
  • Why you should review your company's domain management policies right now

Brand managers: You've been hearing about the generic top-level domain (gTLD) registration expansion for a while now. What are top-level domains, and what do they have to do with your brand's existing digital presence and strategy?

A top-level domain (TLD) is the portion of a website address that is to the right of the dot, such as .com, .net, .org, or .biz. Currently, we have only 22 top-level domains, but that number is set to grow substantially with the debut of more than 1,400 new TLDs starting in 2013.

In June, ICANN, the nonprofit responsible for overseeing the domain name system, released a list of some 1,900 applications for new TLDs, providing an early glimpse of which will be most popular. Some of those TLDs are hotly contested, such as .app, for which 13 entities applied. One small business applied for more than 300 TLDs, including .bargains, .discount, and .world. And, yes, someone thought of .sucks, with three companies vying to build a business around the term, evidently judging that many brands will value a central location for customer complaints.

So what should a digital brand manager do to prepare for this expansion? Let's look first at some of the potential challenges and benefits offered by the new TLDs and identify some guiding principles that will help you address them.

Potential Challenges—or Opportunities?


Do those new TLDs represent an opportunity for the brand to reinforce its digital presence or open up new possibilities? If you are in the footwear business, does it make sense to have a presence in .fashion, .style, or .shoes? What about the sporting goods manufacturer thinking about .sports, .basketball, or .golf? Does .shop or .sale make sense for retailers and e-commerce operations?

And, that's not counting the geographic TLDs, like .nyc, .paris, .tokyo, or .sydney. If your brand has a presence in any of those cities, does it make sense to register your brand as a domain in those TLDs?

Or are these TLDs just another headache in the making from cybersquatters who take advantage of brand names and scammers who steal brand-bound Web traffic? Currently, major brands dedicate more than 90% of their domain portfolios to defensive domain registrations. If even 20% of the new TLDs apply to your brand, you could be faced with a major expansion of the defensive portion of your portfolio, which could add a significant financial burden.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...
Frederick Felman is the CMO of MarkMonitor, a brand protection company.

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!