The introduction of new Top Level Domains (TLDs) signifies one of the biggest changes to the internet since its inception and a golden opportunity for brands to optimise their digital marketing strategy. Over 15 years ago, .com, .net and .org were among the only suffixes that brands could apply for and no new suffixes were developed. However the number of internet domain name endings is set to dramatically increase in the coming months with suffixes such as .hotel, .restaurant and .ninja all being launched in what is being hailed as the ‘resetting’ of the internet. As a result, brands will now have a chance to re-define their online presence and secure new web addresses that better reflect their service offerings.
How can marketers use the new TLDs to engage with consumers?
With the rise of the internet, it is vital that businesses are using the online power channels to engage customers and drive the sales life-cycle. The introduction of TLDs will have a significant impact on a brand’s digital strategy and provide a new opportunity for marketers to protect their online presence and engage more effectively with their customers.
TLDs will make it easier for consumers to distinguish which sites are legitimate and trustworthy. For example, if Nike registers for .nike, customers surfing the web for Nike products will be more likely to trust domain names ending in .nike – knowing that they are buying the real deal and not a cheap, poor quality counterfeit, or worse, a product that will never arrive. Most consumers currently browse for products using search engines, but with the launch of new generic domain names, consumers will have a whole new way of searching the internet, by simply typing domain names such as nike.trainers or nike.running directly into the top bar.
New TLDs will open up a wave of opportunities for brands
Many brands have still not applied for any TLDs. However, brands should not treat it as a ‘wait-and-see’ game. All it will take is one organisation, with a strong digital presence and enough consumer influence to take the lead and demonstrate the potential of new domain names. Amazon appears to be leading the way, having already made 73 applications.
As soon as consumers become accustomed to TLDs, it will open up a wave of new opportunities for brands to engage more effectively with their customers and provide a measureable return on investment. For example, consumers will easily be able to identify a brands website, the services it provides and have greater trust in a brands online content simply by looking at the web address. However, to take advantage of the benefits that TLDs offer, preparation is key to ensuring that companies are able to shape their digital footprint. Those brands that act early and rethink their domain name strategy now, will be ahead of the game and in a better position to enhance their online presence with the introduction of TLDs.
Which new TLDs should brands register for?
Previously, the prevailing wisdom surrounding domain name strategies was to buy all the available suffixes relevant to a brand. However, with almost 600 generic and geographic TLDs (gTLDs) available, developing a domain name portfolio will become more costly for brand owners. Savvy organisations will therefore use TLDs as an opportunity to purchase those web addresses that provide business value and streamline domain name portfolios.
To truly benefit from the introduction of TLDs, brands need to prioritise the extensions that will have the greatest impact on their online web presence and be most relevant to their customer-base. For example, the anticipated new suffixes for retail include .shop, .gifts and .bargains. Brands will also need to consider which gTLDs their competitors will be registering. For instance, if Rolex has registered for rolex.watch, will Swatch also look to register swatch.watch? With this in mind, a brand owner should look to register domain extensions that reflect service offerings. Take the domain extension .book for example – a brand could use this for a book site (e.g. amazon.book) or for booking tickets (e.g. ticketmaster.book).
Many brands have already applied for some new TLDs and ICANN, the international organisation managing the new TLD program, held a prioritisation draw in December to decide which Top Level Domains will be the first to emerge, with priority no.1 going to the Vatican’s application for .catholic. Now, the first new TLD is expected to be launched on 23rd April 2013 and an estimated 20 new strings will be delegated per week over the next two years. Therefore, brand owners need to develop a strategy sooner, rather than later, to make sure they register the names they want as soon as they are available. Those brands that adopt a proactive, precautionary attitude to TLDs by streamlining domain name portfolios, will see the benefits of investing in their online presence and lead the way in this new digital era.
