Brand Marketers Should Prepare to Evaluate Soon-to-be-Launched Generics List
Cincinnati, OH (PRWEB) June 25, 2013
As the list of hundreds of new generic top level domains (gTLDs) will soon begin rolling out, Jennifer Wolfe, president of leading gTLD digital brand strategy firm Wolfe Domain, is advising marketers to perform a thorough evaluation of the new generics to capture competitive advantage.
“Marketers are in the unique position of being ahead of a significant monetization opportunity with generic gTLDs,” said Wolfe. “Even if they didn’t apply for a brand gTLD, they can deepen their organizations’ online presence with category, geographic and community-based domains that will make them even more relevant for searches and provide a foundation for further personalizing their customers’ online experiences.”
As part of her comprehensive guidance to some of the largest brands worldwide, Wolfe recommends that companies carefully consider whether acquiring and maintaining specific generic gTLDs—in addition to brand gTLDs—will yield worthwhile benefits. Following are some of her most critical tips for executing a sound generic gTLD strategy:
Consider Global Implications – Companies operating on a global scale will want to pay close attention to the roughly 116 internationalized domain names (IDNs) for various languages that will launch first. Marketers should evaluate not only where they currently do business, but also evaluate plans for future geographic locations and whether having a local IDN will impact brand trust factors.
Capitalize on Generics Not in Conflict – The generic gTLD applications that are not in conflict will have clearance to launch over the next six months once they pass through contracting and delegation. From category-based generics like .families, .wine and .pizza to geographic related domains like. NYC or .Miami, these strings will be available to marketers looking to improve the online customer experience and engagement. If competitors move forward on leveraging these generics first, then companies could struggle to catch up.
Research gTLD Ownership and Marketing Plans – Marketers who are interested in a specific generic should gather as many details as possible about which entity owns it, their marketing plans and how they will protect brand owners, not to mention whether they have partnerships with any competitors. When evaluating whether to pursue a generic gTLD, having clarity around the treatment of the gTLD and plans for building marketplace credibility are key.
Know the Cost Structure – gTLD registry operators retain the right to set their own fees for selling each generic, so marketers will likely see varying pricing models depending on whether they are trying to secure a high-demand generic or a less popular term. Companies should investigate volume pricing models if they intend to purchase multiple generics from the same gTLD owner.
Wolfe launched Wolfe Domain in late 2011 to provide comprehensive guidance to global brands, interactive agencies, domain registrars and legal counsel representatives, on establishing and evolving holistic gTLD, name-anchored brand strategies for the next generation of the Internet. Using its proprietary Digital Mapping™ tool, Wolfe Domain helps brands and their partners develop digital brand plans that effectively leverage a new gTLD strategy as the foundation for branding, social media and mobile initiatives.
About Wolfe Domain
Wolfe Domain is a gTLD digital brand strategy advisory firm, providing comprehensive guidance to global brands, interactive agencies, domain registrars and legal counsel representatives on establishing a holistic gTLD, name-anchored brand strategy for the next generation of the Internet. With thousands of new gTLD names set to launch in 2013 and an entirely new set of rules on the Internet, Wolfe Domain was founded to help Fortune 1000 and emerging growth organizations evolve and strengthen their brand identities in this next generation of digital engagement, regardless of whether they applied for gTLDs. Using its proprietary Digital Mapping™ tool, Wolfe Domain helps brands and their partners develop digital brand plans that effectively leverage a new gTLD strategy as the foundation for branding, social media and mobile initiatives. Visit http://www.wolfedomain.com for more information.