DOMAIN MIGRATION
T e application period for the Internet Corporation for Assigned Names and Numbers (ICANN’s) new generic top-level domain (gTLD) programme opens in January 2012, but already many brands have announced or considered plans for their own .brand TLD. T e new TLD programme has faced many harsh critics but, despite the protests of groups such as the Association of National Advertisers and the Coalition for Responsible Domain Name Oversight, the initiative is moving forward. T e next chapter of Internet history will be written by the pioneers of the new TLDs, and many visionary brands are hoping to launch at the forefront with a .brand campaign.
All this change leaves brands asking the question “How will we get our customers to recognise a new .brand site, instead of .com?”. T e change will be huge in terms of communications, but with a strong strategy, communications and marketing plan, any brand can take advantage of the unique .brand asset.
Evaluate current online brand strategy
As more brands gear up to apply for .brand domains in the new gTLD application process, there are questions about how best to use a proprietary domain. Kate Hutchinson looks at creating a strategy for domain migration, educating customers about new TLDs, and the advantages of using social media to promote and streamline the transition.
www.worldipreview.com
Every new strategy should begin with examining the old. In the age of digital metrics, brands should have access to a library of information about the online engagement of the brand, and the behaviour of customers. Brands should begin by examining the data about how customers reach their existing website. Do they use search engines and click on links? Or are they reading magazine advertisements and typing the URL directly into their browser address bars? Maybe the brand has a cadre of tech-savvy fans who use QR codes and mobile phones to access the site. Once the brand has determined the main pathways to its site, the marketing team can begin reformulating the paths to point to a new .brand site.
Brands should also look at their customers and online audience, and evaluate them in terms of segments: innovators, early adopters, and followers. Innovators are the customers that are always right on the edge, jumping on to every
Trademarks Brands and the Internet Volume 1, Issue 1 45
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