Tagged 'Domain Name'

Are U.S. Marketers Falling Behind in the Domain Game?

Posted by Dima Beitzke on July 2nd, 2014 at 6:27 am

The Association of National Advertisers (ANA) is a talented group of individuals that are good at their job. So good that a campaign they’re running could be causing marketers in the U.S. to fall behind their peers in other countries when it comes to an important component of any comprehensive online marketing strategy – domain names.
As I’ve written about before, the Internet Corporation for Assigned Names and Numbers (ICANN), which governs the global domain name system, has started to introduce hundreds of new generic top-level domains (gTLD) that are joining traditional extensions such as .com, .net and .org. These include extensions that are brand specific such as .Nike or .AOL, those that are geographically rooted such as .NYC and .London, those that are written in non-Latin scripts such as Arabic or Chinese, and those that are truly generic, such as .music, .home or .club.
The ANA and other groups have been opposed to the introduction of these new extensions, citing issues such as the confusion they could cause, as well as the cost and difficulty of protecting a brand across so many new extensions. These are valid points for debate, but a healthy debate won’t change the fact... Read more

Comcast/NBC: A Model for Good Domain Management

Posted by Daniel Le Ray on July 17th, 2013 at 10:10 am

Marketing organizations at many large companies are sitting on extra money and they don’t even know it. Comcast/NBC just provided a great example of how to tap into those funds by selling the domain name Versus.com for a reported six-figure sum.

A Prescription for Difficult Brand Names: The Perfect Domain

Posted by Daniel Le Ray on April 29th, 2013 at 8:53 am

Pharmaceutical companies marketing new drugs often face a unique problem—product names that have more consonants than an episode of Sesame Street. Many of these drug names are hard to pronounce and even harder to spell. For many companies this isn’t a problem until it comes to setting up a website to direct customers to for more information. If the average customer can’t say or spell your product, then finding it on the web could be impossible.
That’s why some innovative marketers have found a different approach—identifying and establishing a common, general website domain that focuses on what the consumer is looking for.
A recent example of this is ShinglesInfo.com. Instead of sending customers to Merck’s massive corporate site, or asking them to try and remember the name of their shingles vaccine, Zostavax, the marketers behind the drug found the perfect domain name. Broadcast and print ads can now point people to the simple and easy-to-remember domain ShinglesInfo.com, a site that shares information on the disease without explicitly stating that it is a website sponsored by Merck. Drug information is not pushed on the consumer; it’s more of a resource for people to learn more about the disease. Eventually, when a consumer decides... Read more

The Ad.van.tag.es of a Domain Hack and Why Marketers Should Care

Posted by Heather DelCarpini on June 11th, 2012 at 9:53 am

In a recent article from Technorati, the web service Bitly was chastised for changing its domain name from Bit.ly to Bitly.com. One of the biggest complaints was that “it’s actually harder to create short URLs, the crux of what Bitly is all about – in fact, its own domain name is now longer, changing from Bit.ly to Bitly.com.”

Seeing the New Domain Forest through the Trees

Posted by Heather DelCarpini on February 2nd, 2012 at 9:19 am

There’s been a lot of noise recently about a major change in the structure of the Internet which could have a big impact on online marketers -- the decision to allow new domain extensions. With so much chatter both on and offline, it’s worth taking a step back and a practical look at what’s happening in order to make sure your company doesn’t get caught up in the commotion.