Jennifer Wolfe – Dot Brand 360.
Many holders of closed gTLDs – those reserved for corporate use – don’t seem to be aware of the potential presented by their digital asset investment.
At a cost of $185,000 dollars for the ICANN application alone, such gTLDs present a unique opportunity to create numerous meaningful domain combinations and to deliver keyword-driven content, to a targeted audience.
And yet, we are seeing an absurd trend of tagging the top level domain “Home” in front of the gTLD, and creating a rudimentary web site placeholder, that more often serves as a redirect to a .com.
That approach is exemplified in the domains Home.Barclays, Home.Cern, Home.Travelers and Home.Redumbrella.
A new article by brand specialists, Dot Brand 360, describes the best approach to maxing out the potential those gTLDs present to their brand holders.
“The old school structure of a web site no longer applies. It’s a digital world which consists of many components. So you have to think about it and build a plan with a clear methodology. We call this approach, Digital Mapping®.”
Click here to read the article by Jennifer Wolfe of Dot Brand 360.
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I have HOME.SERVICES and it receives the most inquiries and offers out of all my New G’s…Jennifer seems to not understand that each New G extension is unique and can’t be lumped with a ‘one size fits all’ approach.
Aaron – It’s clear from the article that Jennifer is referencing closed gTLDs 😉 Home.Services is great BTW.
DG – I understand it was a reference to closed GTLD’S. Although. I would rather “HOMEphobia” not spread to open GTLD’s for obvious reasons..:)
This trend only shows that new gTLDs have a long way to go before companies learn how to use them properly (i.e. creating different domains for each server or user segment).