IN THE SPOTLIGHT
VERISIGN
Scott Schnell of Verisign gives TB&I an insight into how businesses can best use the Internet as a resource to develop their bottom lines.
Why is having an online identity important for businesses?
Today, people oſten turn to the Internet first for information about businesses and products— whether they are shopping online, or simply looking for a business’ address or phone number—making an online presence one of the most important assets for business. No matter the size or the industry, an Internet presence is vital for businesses to help ensure customers can access the information they want.
A recent consumer study by PwC found that online research is essential for driving traffic to physical stores. And Forrester research predicts sales influenced by the web in 2014 will reach $1.409 trillion. Tese are sales driven by consumers looking for product information online while shopping in a store, researching products and services via social media, and comparison shopping among competitors. It doesn’t
even include direct sales from
e-commerce, which McKinsey estimates at more than $8 trillion globally. With more than 25 million businesses around the globe online, those without an online presence are at a clear disadvantage.
Finally, consumers are looking to connect with companies more than ever, and establishing an online presence through a website, blog or social channels provides a perfect way to fulfil this desire. Maintaining ongoing communication and providing updates on company initiatives
and promotions through digital channels helps companies reach a broader audience to create and strengthen relationships and build trust, which is vital for creating the all-important customer loyalty.
What should businesses think about when working to establish their online identity?
Te most important decision a business owner can make when establishing an online identity is choosing the right domain name. In this digital age, domain names are central to all online activity and businesses should consider carefully when making their choice.
First, businesses need to ask themselves which top-level domain (TLD) best serves their business. TLDs appear to the right of the dot, such as .com, .net, .tv. Te domain name industry is a competitive marketplace and there are many TLDs to choose from. When deciding where to build your online identity, a TLD can be as important to your business as your second- level domain (what’s to the leſt of the dot, ie, your name, brand or product) for many reasons, including security, credibility and search—which will be how most customers find your site.
For more than two decades, .com and .net have been the TLDs of choice for businesses seeking to establish their online presence because they have global recognition and consistent records of security, availability and stability. Tey are also the TLDs of choice for many search experts
because search engines give more weight to
websites on .com and .net, making it easier for them to be found.
In countries where the country code TLD (ccTLD) is prevalent and very desirable for businesses— such as the UK’s
.co.uk and Germany’s .de—a business may want to consider building a domain portfolio and registering the same domain name on .com and .net to protect its online identity. It is easy to resolve many domains to the same site, and by registering multiple domains on different TLDs, businesses can protect and position their brands for future growth.
For instance, video has become a huge draw for people online and many businesses are establishing video hubs on .tv domains that are associated with their primary websites. Examples of this are
www.RedBull.tv and
www.Lipsy. tv, which both have distinct .tv websites that house video content and are linked to their .com websites. Registering domains on these additional TLDs is an investment in future growth and a great defensive brand protection move, too, as in the past companies have been known to purchase domain names associated with competitors and place questionable content on them.
Tere is a common misconception that popular TLDs like .com and .net, which are powered by Verisign, are ‘full’ and businesses need to go elsewhere to get the domain they want, but that is simply not true. Millions of new .com domain
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Trademarks Brands and the Internet Volume 1, Issue 4
29
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