industryopinion 2023 predictions for an


unpredictable world Nick Wood, executive chairman and co-founder at Com Laude breaks down three web domain trends which could have the greatest impact on organisations in 2023 and shares some thoughts on how these shifts can be successfully navigated while grabbing new opportunities by the horns.


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022 taught us many valuable lessons, none more important than the need to embrace and prepare for change. We’re now in a new year and we know that there will be


many surprises and moments of uncertainty to come. Still, despite there being no playbook to follow, I’m optimistic that we can learn from 2022 and anticipate some of the changes ahead of us.


“Registrations of


Blockchain domains – are they really ‘the next big threat’? Unlike traditional domains that are purchased through internet registrars operating through the ICANN-regulated DNS system, blockchain domains are not governed by any centralised body. Tey are regarded as being free from regulation, oversight and government control. Tis means there are no harmonised technical standards. With many competing blockchains, there is no uniform architecture. However, this is changing. Blockchain domain companies will


come together in 2023 – through the Web3 Domain Alliance – to establish standard rules and regulations and bring order to blockchain domains. Registrations of blockchain domains will continue to grow


this year and both pragmatism and agility will be essential. Many brand names have already been taken by speculators, so businesses must make sure they’ve registered their domain on the decentralised web early. In doing so, registrations will be relatively affordable and cost-effective.


Public tolerance of poor security of personal information and data will reach its limit Unfortunately, in the domain world, criminals are not going away anytime soon. Partly because domain names are cheap which makes them a conduit for criminality. As a result, domain issues can be severely damaging both in terms of revenue and reputation. To avoid situations like this, we will see businesses prioritising how they can hold their data as securely as possible – especially


www.pcr-online.biz


blockchain domains will continue to


grow this year and both pragmatism and agility will be essential.”


aſter the recent ransomware attack against Royal Mail, which impacted overseas deliveries. As trust becomes more important to consumers in 2023, businesses will need to be more vigilant with their DNS security approach to prevent a data breach or attack. Te key to creating a successful online brand protection strategy is understanding what the main threats are to the brand and the battles that can be quickly won. Effective online brand protection is a collaborative process, both in terms of internal resources and external experts, but as a starting point, domain name monitoring provides the strategic base from which to explore protecting a brand.


Economic uncertainty will see the ROI of domain strategies become more crucial It is expected that the global economy will slow down significantly this year and many businesses are looking for ways to withstand a recession. As a result, businesses are becoming a lot more cautious and will be auditing their portfolios with ROI in mind. As most companies already know, registering corporate names in


every possible domain, and every possible variation and spelling is a costly process. In our view, the best approach is to register what you need and monitor what you don’t, based on brand strategy and market activity. Whether a registration is for traffic, brand awareness or for defensive reasons, we believe that every domain name should have a clear purpose and justify itself in terms of return on investment. Assessing domain names from this perspective will let companies


‘rightsize’ their portfolios and inform future registration strategies, by focusing budgets on core brands and domains. We all hope that 2023 will bring a return to normality and much-


needed social and market stability. While we wait for the market to inevitably recover, thankfully, careful planning and management will ensure that organisations stay present and protected online and have the rightsized portfolios to meet the opportunities and threats that the digital future may bring.


March 2023 | 15


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