New gTLDs can be an efficient way to drive online relevance and profitability. Companies, organizations, and individuals seek to better utilize the internet to reach their goals. ICANN, Internet Corporation of assigned names and numbers, has been implementing important protection mechanisms, creating powerful and inexpensive marketing tools with improved measures of stability and security. New gTLDs also give relevance to the registrant within the market sector and are desirable to a new generation of internet users.
The following 4 protection mechanisms have been implemented by ICANN to improve security and stability in new gTLDs:
- Domain Name System Security Extensions, DNSSEC, extension is implemented by all new gTLDs, and reduces the risk of phishing and fraud,
- Uniform Rapid Suspension, URS, system is a quick and low-cost process for infringement on intellectual property rights,
- TradeMark Clearance House, TMCH, and Sunrise Phase for new gTLD launches limits cybersquatting with priority registration.
- Emergency Back End Registry Operator, EBERO, recovery program renders the concept of failed new gTLD business models irrelevant to ongoing stability. Should ICANN need to, the registrant’s domain names would be transferred along with the entire TLD to a new registry without affecting registrants. When it comes to investing in online branding with a new gTLD, there should not be a concern of stability or vanishing TLDs. Brands and registrants now have viable and exciting options in an improving Internet marketplace.
With the added benefits of ICANN’s security and stability policies in place, the online brand strategy game is significantly changing. Registrants who look beyond defensive registrations can redefine themselves in parallel strategies by aligning their brand with new gTLDs.
New gTLDs are well suited to speak to your audience, further define your business in a secure online environment, and grow your market share.
Search engines are now updating their famous search algorithms to include new gTLDs when bringing up relevant content for the Internet user. An important distinction to understand is new gTLDs don’t have to be favored to affect search ranking. As long as they are included, new gTLDs can make a difference among other criteria, such as relevant content.
Compared to an advertising campaign, the low cost of branding with a domain name that focuses on a particular target market can highlight your company’s mission and, combined with relevant content, place you in an SEO ranking that can have a wide reaching and positive effect for your online product or business.
For new gTLDs that designate a community, the benefits to registrants are compounded. Community TLDs bring added values. Trust and loyalty come into play when brands align with the beliefs and goals of a targeted audience. People in communities recommend trusted brands as resources to their peer-2-peer networks.
Whether you’re associating with an industry sector TLD, a geographic TLD, community TLD, or other new gTLD, there is no simpler or less expensive way to achieve your online business goals and reach a focused market than by adopting a plan of action around branding and advertising with strategic and memorable domain names. Names that are meaningful, trusted and relevant become brands in themselves and are names people use. A new landrush has opened to billions of people. Some big branding opportunities have arrived. Do your homework and get an early start on branding with available new gTLDs.
Source: http://www.circleid.com/posts/20150115_branding_with_new_gtlds_the_next_marketing_frontier/
