Marketing your brand in the changing internet landscape, Public Interest Registry

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Marketing Your Brand in the Changing Internet Landscape

Brian Cute@bcute17 | @PIRegistry | pir.org


What’s changing?


27 years ago…

.com

.net

.org

.gov

.edu

.mil


Today

.asia

.biz

.info

.jobs

.name

.pro

.tel

.xxx

.uk

.ar

.fr

.cn

.kr

.hk

.my

.vn

250+ Million Domain Names Registered

Over 2.4 Billion Internet Users


What is coming in 2014?

1,400+


Breaking down the new extensions

BRANDS663

.nike, .bmw, .skype

IDNs225

.佛山 كاثوليك ,

GEO71

.london, .paris

COMMUNITY84

.ngo, .gay

GENERIC407

.web, .farm, .fun


Sounds interesting, but do websites matter anymore?

So many ways to communicate today, i.e., social media.


Do websites still matter?

Caravan Research

Question: Rank the following from most trustworthy to least.

81% chose an organization’s website as the

most trustworthy place.

60% of respondents chose Twitter as the least.

Trust Most Trust Least


Major Sporting Event* 2012 vs. 2013

www.marketingmag.com.au study during *Super Bowl 2013

Website Twitter Facebook None/Other

49%

9%11%

31%

40%

34%

11%15%

2012 2013

http://www.marketingmag.com.au/

http://www.marketingmag.com.au/blogs/facebook-lags-as-domain-names-and-twitter-dominate-super-bowl-2013-ads-36341/

http://www.marketingmag.com.au/blogs/facebook-lags-as-domain-names-and-twitter-dominate-super-bowl-2013-ads-36341/


WWW vs. Social Media

Website for controlled brand experience

Social media for starting an online conversations


Three things you need to know

1. Domain extensions are either restricted (closed) or unrestricted (open)

2. New domains are launched in phases.

3. Are there added values to the domain?


1. Restricted (closed) or Unrestricted (open)

restricted (closed) unrestricted (open)

.ac.uk, .gov, .mil

.nyc

.eco

.green

.ngo

.gay

.quebec

.med

.lamborghini

.com, .net, .org

.web

.home

.online

.place

.live

.news

.sex

.shop


2. Typical Key Launch Phases

Get on the Trademark Clearinghouse (TMCH) now!Cost: $150 to register with TMCH + Premium $

Beat the rush, no TMCH required.Cost: Premium $

The “rush” is fair game for everyone.Cost: Market Price $

http://newgtlds.icann.org/en/about/trademark-clearinghouse


Key Facts To Know

Pre-Registration ≠ RegistrationCost: Nothing

Express of Interest = InformationCost: Nothing

Pre-Registration

EOI


3. “Added Values” to the Domain

A. Validation ServicesB. Community InvolvementC. Tools & Apps to elevate

your online presence


Back to managing your brand online

.com

.org


Your web address serves a purpose

http:// www.google.com


Your web address serves a purpose


There are others, microsoft.com


There are others, gatesfoundation.org


Online, you can create your house of brands.


House of Brands Examples

goredforwomen.org

yourethecure.orgwefightcensorship.org

heart.org

rsf.org

powertoendstroke.org

plan-international.org

becauseiamagirl.org


Back to managing your brand online

.com

.app

.docs

.lol


So many choices, what should I get?


Start Planning, Define Your Success Now

1. Easily Recognized & Remembered

2. Clarity of Message

3. Advances Your Business GoalPlan ahead, and remember…• Restricted (closed) vs. unrestricted (open)• New domains are launched in phases.• Look for added values• Website is a “controlled” brand experience!


newgtlds.icann.org

pir.org

Marketing Your Brand in the Changing Internet Landscape

Brian Cute@bcute17 | @PIRegistry | pir.org/contact

Technology

Marketing your brand in the changing internet landscape, Public Interest Registry