It has been over two years since the Internet Corporation for Assigned Names and Numbers (ICANN) announced the launch of the new domain name endings in response to the shortage of traditional .com and country code endings.
Brands now have the chance to create bespoke web addresses using new generic Top Level Domains (gTLDs), which provide a unique opportunity to expand and develop the face of their online marketing strategy. Under the new gTLD programme, businesses are able to register for domain names such as .luxury, .hotel, .shop or even their own .BRAND suffix.
A recent study by NetNames found that 92% of large companies have already, or are planning to, invest in these new domain names. It is therefore crucial that brand owners take the time to recognise what this opening up of the internet means for them, as it is likely that they will be faced with both threats and opportunities.
This change to the internet’s addressing system means that brands will have to work even harder to protect their valuable online real estate, with cybercriminals poised to take advantage of well-known brands by exploiting their domain names. On the other hand, brands have an opportunity to reach wider audiences, optimise their digital marketing strategies and ultimately use new gTLDs to their advantage in the fight against fraudsters.
Safety first
The new domain names bring many new opportunities for brands, but simultaneously, the threats have increased. The U.S. Federal Trade Commission stated that “the proliferation of existing scams, such as phishing, is likely to become a serious challenge given the infinite opportunities that scam artists will now have at their fingertips.”
Brands are certainly aware that dangers exist. In its Internet 2020 report which surveyed 400 business leaders, NetNames recently found that 92% of companies said they recognise that there are potential risks associated with the introduction of new domain names. Furthermore, 97% said they would be worried to some degree about keeping their brand and trademarks protected in this new online age.
Indeed, the internet is a vastly unregulated space where any party can register a website or domain name. With new gTLDs, the opportunities for domain name hijackers, cybersquatters, traffic diversion and counterfeiting have all grown. Crucially, the research also revealed that brands could face serious consequences if they do not protect their customers in this new online environment. Cybercriminals can create fake web pages, social profiles and reviews, which can threaten brand reputation and damage customer trust. 78% of consumers surveyed said they would shun a brand if they found themselves on a bogus website pertaining to that brand, highlighting the importance of brands being able to monitor their reputation online and take control of their web presence.
This is clearly not the time for marketers to sit still. A defensive domain name strategy is key for brands to protect their customers from falling into the hands of online fraudsters and ultimately protect their reputation.
Marketing.opportunities
Despite these threats, the new domain name endings also offer opportunities for marketers to use web addresses to their advantage and refresh digital strategies, all while providing consumers with a safe online environment.
New domain names are providing brands with the opportunity to own memorable web addresses that marketers can use as a call to action to overhaul online marketing strategies & engaging consumers. For example Amazon could advertise to consumers to navigate to amazon.deals to provide all the latest deals.
One of the biggest opportunities to arise from the new gTLD programme is the chance for businesses to own their own .BRAND Top Level Domain. By adopting a .BRAND domain name, companies will be able to manage their own space on the internet by effectively controlling their own domain name registry.
Furthermore, domain names using a .BRAND format are likely to become a natural starting point for direct-type browser-based navigation and are also likely to be given the highest relevance in searches relating to companies and brands. NetNames recently found that 80% of Internet users think the new gTLDs would make them enter a company’s web address directly into their browser rather than use a search engine. Providing consumers with a creative web address could breathe new life into the way brands use marketing campaigns online and result in increased conversions.
This approach will also allow brands to review current online security measures and investments, unlocking new strategies and potential cost savings. As a result, online criminals will quickly turn their attention to the brands without their own namespace. A further advantage of a .BRAND domain name is that only the brand can apply for its .BRAND domain name, eliminating the risk of cybersquatters who purchase a domain name only to sell them on for a large sum. Much like the businesses that adopted online security measures early on, companies using their own gTLDs will be seen as “safe harbours” by internet users — and will be able to increase consumer trust and brand loyalty dramatically.
Planning for success
One thing is clear: marketers should be well prepared for these changes to the internet. The new domain names offer the chance for marketing teams to refresh their approach to online platforms, which act as a shop front for brands.
In order to maximise benefits and minimise threats, brands need to seize the opportunities, whilst understanding the risks and ensure they are taking the correct precautions to protect their customers and ultimately their brand names and trademarks.
By Stuart Fuller, Director of Commercial Operations and Communications at NetNames.
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