If you are an online marketer for a Fortune 500 level business, chances are you have spent time in at least one meeting talking about strategies for owning and operating a generic top-level domain (gTLD). For the uninitiated, gTLDs allow a business to operate websites on their own personalized domains like a dot-brand (.coke, .ford, .fedex, etc) in addition or as a replacement for any dot-coms that a company already operates.
I’ve written a couple of point of views on this subject for iCrossing, that make help the decision makers in your organization.
Are You Willing to Pay the Price for a Dot-Brand Domain?
How much is your brand really worth? It sounds like the tagline for a really cheesy 70’s game show, but you can bet that’s what a few CFOs are going to be asking when CMOs ask for money to purchase their new “dot-brand” or “.generic term” domain extensions. Starting on January 12, 2012, almost any word can be applied for and purchased as a domain name. Read more
Generic Top-Level Domains a High-Stakes Land Grab for the Fortune 500
Advertisers have no guarantee that the dot-anything domains they purchase will be widely accepted by either search engines or web searchers. Additionally, they don’t know who else they will be competing against to purchase those domains. In other words: Businesses preparing to purchase gTLDs are entering a high-stakes land grab. Read more
If your business is considering applying for a gTLD and wants to know more about the process or costs involved, please feel free to contact me.