What Marketers Need to Know About the New Top-Level Domains

View comments: newest first | oldest first | threaded
Page 1 of 2   Next >   Last >>
Mitch Wagner
User Rank

Umair - Good question!

I'd expect the positive effects would be none or small. Search engines are already looking at a lot of signals to determine page rank, chief among them links to a page. As of now, I don't think it makes a difference to search rank if a page has a .us or .com domain; I don't see why that should change with new TLDs. 

There may be negative effects if certain of the new gTLDs get reputations for being sleazy, like .biz is today. 

Umair Ahmed
User Rank

What will be the effect of new suffixes on search engine results?


User Rank
Re: Domain names are so XX century
anjaya   6/27/2011 3:38:36 PM


On top of that, let's not forget that people are also using social media to find things too.

I think you make a good point as this will create enormous opportunities for branding, niche target marketing, geo marketing, There is no way to predict the new and ingenious ways fresh minds will find to use these new domains.

More Opportunity and Choice - Simply allowing so many new choices will fill the market with fresh, newly available domain names upon which to brand and build new business ventures.

Mitch Wagner
User Rank

I didn't go for the wagner.name TLD because it's ugly. 

User Rank

Some bright person with deep pockets might scarf up common last names. I bet Keith will be able to grab keith.dawson before I can get mitch.wagner, as Dawson is a more popular name than Wagner.

A similar thing happened a few years back when ICANN opened up the .name gTLD: entrepreneurs registered dawson.name, wagner.name, and so forth, and offered to sell us keith.dawson.name and mitch.wagner.name. (I didn't bite at the time, and in fact, checking now, I see that neither of those two last names exits in .name.) But in that case the cost of registering dawson.name was a few tens of dollars, a few hundreds at most; not $185,000 just to get in the door. I can't see many entrepreneurs risking that kind of capital for such a paltry return. How many Dawsons could they sign up? A few hundred? That cash flow ain't gonna cut it.

Mitch Wagner
User Rank

Here's what I'm thinking:

- Forget about how they'll benefit marketers. This is one of those areas where marketers can only help themselves by thinking about the consumer first. So what if it would be nice for Coke or Pepsi to own .coke or .pepsi. How does that help the consumer?

Possible benefits:

- Companies can offer superfans domains on their own gTLD. Of course, those brands can ALREADY offer subdomains on their own domain. How is vanitydomain.coke better than vanitydomain.coke.com?

- People's minds think hierarchically and in categories. It's why department stores and big-box retailers divide their stores into departments: Office supplies, men's clothes, food. It helps consumers find what they were looking for. TLDs USED to work that way, nearly 20 years ago -- .coms were for-profit companies, .orgs not for profits -- but that broke with the introduction fo the consumer internet. gTLDs could bring back that kind of hierarchical thinking. So restaurants could have domains in .food and in their local city too (joeseats.food and joeseats.nyc). 

- Some bright person with deep pockets might scarf up common last names. I bet Keith will be able to grab keith.dawson before I can get mitch.wagner, as Dawson is a more popular name than Wagner. 

- The new scheme permits domains in non-English alphabets, which a billion Chinese and Asian Indians will like. 

User Rank
Re: domain names, vanity names
kdawson   6/22/2011 11:24:22 AM

Yes, I've had a watch on dawson.com for years in case its status changes. Doubt that it will unless that construction company goes out of business. Failing to get that name, I acquired dawson.nu in 1998 when the South Pacific island of Nieue became one of the very first to open up its domain space to outsiders, for profit.

I "picked up the drop" on keithdawson.com 5 years back, when the other Keith Dawson who had registered it let it lapse. After I won it at auction, I corresponded with that other KD (whom I know slightly) and he said he had assumed I would pick up the name.

Domain names were free until 1995. All you had to do was apply. Few of us thought to do so that early.

I did manage to register impatiens.com (for a small press) in the week before Network Solutions began charging $50 to register a name. After that point the registration fee was $35, and $15 went into a fund for "improving the Internet"; this was later declared an illegal tax and was rescinded. (We didn't get refunds though. I wonder where that money eventually got spent. It must have amounted to millions by the time the fee was killed.)

Domain registration was opened up to competition in the late 1990s and the going rate quickly dropped into the single digits.

Mitch Wagner
User Rank
Why TLDs anyway?
Mitch Wagner   6/22/2011 11:13:28 AM

Why do we need Top Level Domains anyway? They mostly don't serve a purpose anymore. Well, I guess .edu and .gov still have meaning, but seeing a domain ending in .com .org or .net tells you nothing about whether the owner of the domain is, in fact, a for-profit company, not-for-profit, or network. 

Why not just eliminate TLDs entirely, and just use text strings? The new proposed gTLDs seem to be a step in that direction, while also potentially restoring meaning to the system of TLDs. 

Mitch Wagner
User Rank

An engineering company grabbed wagner.com in 1992, a few years before I thought about getting my own vanity domain. I did manage to snag mitchwagner.com, grabbing it from those dozen or so *other* Mitch Wagners who pop up on my vanity Google searches. 

Dawson.com was also grabbed up in 1992. 

This is all unless there's some whois bug that makes old domains pop up as having first been registered in 1992 when in fact they were registered in other years. I'm suspicious to find wagner.com and dawson.com to have both been grabbed then. (Different days, though.)


Dave Sasson
User Rank

I may have to reconsider using the speech and voice recognition capabilities on my smart phone, since remembering these domain names and typing them out may become too cumbersome.  Sarcasm aside, I tend to use the search engines event to type the full domain name, just in case I misspell.

Page 1 of 2   Next >   Last >>

More Blogs from Mitch Wagner
A half-century of space opera teaches valuable lessons.
Brands say the hot new visual media help foster more intimate connections with customers.
Older people are more likely to see Millennials as "spoiled," "lazy," or "entitled."
Brands hurt their reputations by making their spokespeople hard to find.
leadership reports
Getting the Most from Mobile Marketing
The CMO Site, The CMO Site
The proliferation of smartphones and tablet devices presents new opportunities and challenges for marketers to reach customers where they are and when they’re ready to buy. Apps, the mobile Web, social check-ins, geofencing, and mobile ad standards are among the tools marketers need to master in this new world. Learn how to use new mobile technology effectively and avoid its hazards.
CMO videos
GM's Customer Focus
How GM uses customer metrics and analytics.


(1450) comments
Del Mar Races to Win
How the racetrack uses social and mobile marketing


(142) comments
Social Media Resolutions
Ideas for social media marketing in 2012.


(139) comments
My Viral Tweet
What marketers can learn from a tweet.


(29) comments
Trikkes & Marketing
Retailers face three options in 2012.


(336) comments
Mobile Marketing Is Hard
Meet Amazon.com's Price Check app.


(114) comments
Neither Snow Nor Rain
The USPS plans to curtail mail delivery.


(30) comments
Careful With Foursquare
Mitch Wagner trips over his own feet.


(134) comments
Community Is 'Where It's At'
If brands want their names to stick they need to ...


(35) comments
Twitter Upgrades
Twitter is now more useful for brands.


(61) comments
Fonts Mean Brands
Mess with your font at your peril.


(132) comments
CMOs Need More Customer Time
CMOs are missing the opportunity to get info ...


(163) comments
Behavioral Ads
Marketers are losing on behavioral advertising.


(120) comments
'Moneyball' Marketing
"Moneyball," the new Brad Pitt baseball movie, is ...


(270) comments
twitter feed
The CMO Site Twiter Feed
like us on facebook
The CMO Site Linked-In Group Ad
Charlotte Blank
General Motors: Keeping the Customer at the Center

2|29|12   |   2:34   |   (1450) comments

How the carmaker uses metrics and analytics to track all the proliferating information streams it has on customers, from social media, real life, and more.
Craig Dado
Del Mar Races to Win at Social, Mobile Marketing

2|15|12   |   1:54   |   (142) comments

Craig Dado, senior vice president of marketing for the Del Mar Thoroughbred Club, describes how the racetrack uses social and mobile marketing to attract a younger, female demographic.
Mitch Wagner
Social Media Marketing Resolutions

1|25|12   |   4:25   |   (139) comments

Ideas for boosting B2B social media marketing in 2012.
Mitch Wagner
My Viral Tweet

1|18|12   |   2:54   |   (29) comments

What marketers can learn from a tweet that went viral.
Mitch Wagner
Trikkes & the Future of Retail Marketing

1|9|12   |   3:41   |   (336) comments

Retailers face three options in 2012: Go low on price, go high on service, or go out of business.
Mitch Wagner
Looking 5 Years Ahead in Marketing

12|21|11   |   3:51   |   (102) comments

IBM made five predictions for the future in its annual 5 in 5 projection, and three of them are relevant to marketing.
Mitch Wagner
Mobile Makes Retail Marketing Harder

12|19|11   |   3:01   |   (114) comments

Amazon.com's recent Price Check app heralds the beginning of a new era of creative destruction for brick-and-mortar retailers.
Keith Dawson
Neither Snow Nor Rain

12|13|11   |   02:18   |   (30) comments

As the US Postal Service prepares to curtail mail delivery, marketers relying on first class will have to plan more carefully and, over time, move into other channels.
Mitch Wagner
Don’t Embarrass Yourself on Foursquare

12|12|11   |   04:26   |   (134) comments

Editor-in-chief Mitch Wagner trips over his own feet trying to use a Foursquare discount, in a tale with a lesson for brands.
CMO Video
Community Is 'Where It's At'

11|15|11   |   2:27   |   (35) comments

Is a massive, three-day industry event featuring A-list speakers like Bill Clinton and Malcolm Gladwell the right approach for a company seeking to generate awareness of its brand? Steve thinks that goes part of the way, but if brands want their names to stick they need to build communities.
Mitch Wagner
Twitter Upgrades Activity Streams

11|9|11   |   2:42   |   (61) comments

Twitter improved its home page to make it more useful for brands looking to find influencers to engage with.
Keith Dawson
Fonts Mean Brands

10|31|11   |   3:12   |   (132) comments

Once you associate a font with your brand, you mess with it at your peril.
Mitch Wagner
IBM Study: CMOs Need More One-on-One Customer Time

10|20|11   |   2:21   |   (163) comments

CMOs rely on aggregate data for customer preferences and are missing the opportunity to get one-on-one information through social media and other resources, according to a study of 1,734 CMOs conducted by IBM. Watch a Webinar presenting the findings, and get a copy of the report for yourself.
Keith Dawson
Behavioral Ads: Getting Back in the Conversation

10|18|11   |   2:54   |   (120) comments

Surveys show that marketers are losing the mindshare battle on the benefits of behavioral advertising – and they need to rejoin that conversation.
Mitch Wagner
'Moneyball' Marketing

10|14|11   |   3:00   |   (270) comments

"Moneyball," the new Brad Pitt baseball movie, is one every marketer should see. It's not just about relying on metrics and analytics over gut feelings, it's also about relying on the right metrics and analytics.