Guest Post: Promoting The New Top Level Domains – No Time For Napping
This is a guest post by Jennie-Marie Larsen, Chief Executive Officer of DomainDiction.com
Jennie-Marie has an extensive marketing, PR & business development background in web-based products and services with years of experience launching new businesses through digital marketing and channel management. She entered the domain name industry 12 years ago as Head of Europe for NeuStar´s registry business and managed the commercial market introduction and development of their business for .BIZ, .US, and ccTLDs.
DomainDiction offers end-to-end marketing programs for new and existing TLDs.
As founder and CEO of DomainDiction, Jennie-Marie works with many of the new gTLD registries to create and develop their commercial brand and online footprint to ensure they maximize their marketing and sales opportunities, on an international basis.
Here is the guest post:
I was asked what I thought was the most bizarre question by a journalist today, and by a New Yorker at that;
“Do you think PR and marketing matter to the new TLDs? And if so, how?”
It’s their only job in my opinion. The new TLD program is largely unknown by the general Internet user, so education, demand creation and trust are the three main drivers to ensure their success. In other words, they will be pushing boulders uphill from day one. New Top Level Domains will have to actually build the demand themselves, making marketing and PR are the only cards they have to play at this stage.
The TLD industry (and this might be the first year the average person has ever heard such an industry even exists) knows precisely how much awareness and demand currently exists for new TLDs; very little indeed. But this program of close to 2000 new names will undeniably change how the Internet is used forever.
Evidence of big changes to come in the way domain names are bought and used, is the entry of major Internet real estate moguls like Google and Amazon, who currently dominate search and online shopping respectively. They are now making moves to carve out a niche within the traffic space (DNS). It’s a clever move to get your hands on that data: it tells you exactly where people go online.
Let’s not forget the opportunity new TLDs will give to smaller businesses and startups. Not only will they be able to buy precisely the name they want, but for a while, they will have the same opportunity as much larger competitors to be the first movers on brilliant domain combinations without paying the earth.…