In my mind, if there was anything that the new gTLDs seemed to hold great promise for, it was the fun and unique marketing opportunities some of the more specific extensions offered. There are several “holiday” themed TLDs that seem obvious can...didates for creative marketers to employ. However, while it is true that we are seeing some adoption of the new gTLDs by banks and celebrities, and by company specific .Brands, the holiday-themed TLDs are being largely ignored. The billboards I envisioned emblazoned with the call to action to “Visit somebigbrand.blackfriday” or holiday promotions being advertised in television commercials for “popularstore.christmas”...Read More
The internet is known for viral storms of popular content that often fade just as quickly as they rise. #Hashtags are a simple solution for tagging branded content and consumer feedback in an accessible way. However, the simplicity of the medium make...s hashtags inherently unstable. While this tagging system easily identifies content for users to find, branded hashtags require maintenance and constant user engagement in order to effectively work. Hashtags are unique in that they do not need to be acquired, like domain names. This makes them easy to use by brands and consumers alike, but difficult to manage. Because hashtags...Read More
New generic top-level domains (gTLDs) have been on the radar of C-level teams for a number of years now, and they are still just as hotly debated as they were when they were first introduced. With 1,200 gTLDs already delegated and more to come, they ...will continue to be a primary focus for brands looking to maintain a strong online presence.
There is one particularly interesting trend in this field that stands out: the number of brands registering gTLDs not for creative reasons, but for defensive ones.
There are those cases where defensive registrations may make sense. A famous case in...Read More
Is it easy to sell a high value premium domain? The simple answer is ‘yes.’
Is it easy to sell a high value premium domain for its maximum value? This question is much more complicated, and the majority of the time the answer is ‘no.’
When selling a ...high value premium domain, there are two distinct market segments, and the price discrepancy between the two can be significant. The first is the wholesale market, comprising members of the domain investor community. These buyers are only willing to pay a fraction of what an end user might be willing to pay, because...Read More
As expiration dates approach for domains in your portfolio, you may be asking if there are any domains that should be let go. Before setting a domain name to Do Not Renew, it is essential to consider some of the key implications of releasing a domain....
First, consider the yearly costs incurred by holding the domain registration. Brand owners should use this as a baseline for the internal value of the domain. We then encourage clients to determine if the annual cost of the domain registration can be justified by any of the following factors. If so, it may be a...Read More