There has been much speculation over the last few years on the growing importance of domain name portfolio management in relation to an enterprises success. When you cut through all the noise, what is the actual value of new gTLD’s for businesses?

The Benefits: 

1. SEO 

Domain names are an essential competent to a business’s online visibility or in other words, it’s SEO. Everyday vast amounts of data and information are added to the great information reservoir that is the worldwide web. In order to optimise search results, Google and other search engines need to consistently develop innovative parameters to qualify web content. Increasingly, search engines are using the duration or longevity of a domain name registration to identify best suited content as generally, invalid websites have short, temporary domain registrations. Therefore, proactive monitoring and renewal of your existing domain name portfolio is crucial to your brand’s SEO.

Enhance your Market Share

In contrast to large marketing budgets, the low cost of branding using gTLD’s will ultimately benefit your brand’s bottom line. The new gTLD program should be embraced by marketing professionals as it allows for the segmentation of your customer base. The new gTLD program allows for marketeers to create targeted, personalised campaigns. Optimising your domain name portfolio therefore is a winning recipe in terms of ROI.

Community Hubs

Expanding your domain name portfolio also allows brand’s to further enhance their relationship with their target markets through creating community TLD’s, for example .eco, .sport, .kids. Community hubs or online communities are increasingly trending in the digital space and present great potential value to scaling businesses. Customer loyalty and trust is fostered when brand’s synchronise with their customers’ beliefs and perspectives. Developing your domain name portfolio to facilitate new community TLD’s will further enhance this dynamic and ultimately benefit your brand identity.

Web Traffic

Every day, thousands of prospective customers or clients may be redirected away from your website. Typo-squatters deliberately purchase domain names that are similar to your brand’s domain name with the hope that a certain number of Internet users will mis-spell or incorrectly type the name of a website (or actually it’s URL) when surfing the web.

The online antidote to removing the threat of web traffic diversions, is simply to register as many variations of your domain name and link it back to your website. By registering such misspellings, you stop third parties leveraging your brands identity and also potentially gain new customers.

Grow Your Market Share with IDN’s

With ICANN’S release of new domain names over the past few years, the potential for opportunistic domain squatters to harness your brands identity for their benefit is increased. Defensive registrations of new domains will combat this threat. Consider registering a multitude of domain name extensions in the global marketplace. This includes IDN’s or internationalised domain names (Domain names presented in the native alphabet/script)

This will guarantee that your domain names and digital assets are safeguarded. It also will serve to maximise your brands visibility. Ensure you register all your marks with the Trademark ClearingHouse to avoid potential trademark infringement.

Acquiring professional assistance in managing your domain name portfolio should be viewed as an investment in the success of your brand. Consulting with domain name portfolio specialists’ is strongly recommended in light of increases in ‘predatory pricing’ in sunrise registration periods.

In some case pricing in sunrise periods has escalated to extreme highly inflated prices (for instance, over 50 times what the general availability price is). Brand owners would be advised to consult with experts in the field of domain name registration and brokerage who will liaise directly with the registries in question.

dotNice –  Experts in Digital Brand Protection. 


Top Insights on Developing Your Digital Brand Protection Strategy

Digital brand protection is essential to safeguarding your brand. Today more than ever keeping one step ahead in business is crucial to an enterprises success. Whether you’re a scaling SMB or a large multinational corporation, the same principles apply across the board; in order for your business to not only survive, but thrive in todays digital world  you must implement a digital brand protection strategy. Many trademark and business owners are unaware of the daily threats and risks facing their brands’ online.  By developing a brand protection strategy, you not only safeguard your brand, you potentially increase your global reach, enhance your brand awareness and boost your bottom line.

Implementing a brand protection is more important now than ever. Consider the following steps:

1. Revise, Reform and Develop Your Domain Name Portfolio. Strengthen Your Brands Visibility and Online Presence.

The internet was once dominated by a small number of universal top level domains (TLD’s) like .com, .org, .net. Today the ability to register a compelling .com has diminished. With ICANN’s  introduction of thousands of new gTLD’s (generic top level domains) since 2013, there now exists boundless opportunities for enterprises to develop their global reach. Digital brands can now get really creative in developing their domain name portfolio. The new domain name system presents great benefits to businesses allowing for improved SEO, targeted and personalised marketing potential as well as growing prospective client bases. Consulting with domain name specialists to devise your domain name portfolio strategy will be of immense value to your business.

2. Consider Defensive Registrations. Save on Legal Costs.

Unfortunately there is no lotus without mud. The opportunities inherent in the new domain name system also come with a potential increase in cyber-squatting/domain squatting. Opportunistic cyber-squatters set out to purchase, sell and profit from popular domain names. Your brand name could be next if you are not proactive and vigilant. dotNice recommend defensively registering new domain names in markets you currently operate in and also prospective markets that you hope to one day expand into.

3. Familiarise yourself with the URS & UDRP.

This should be a last resort. Filing disputes with the Uniform Domain Name Dispute Resolution policy with ICANN can be a long, tedious and costly process. By taking preventative measures like defensive gTLD registrations you may save your business potentially huge litigation costs. Consulting with experienced intellectual property specialists is an essential to avoiding such litigation. Expert legal advisers can provide strategic insights on how to recover domain names from counterfeiters.

4. Consider Developing Your IDN portfolio. Expand Your Global Reach.

Introducing internationalised domain names (IDN’s) to your existing portfolio allows you to reach your target market in their native language. By incorporating IDN’s you automatically increase your  global reach.

5. Integrate Trademark Monitoring & Surveillance Technology. Stay One Step Ahead.

Brand awareness is everything in today’s digital world. Protecting your brand involves continuous online monitoring of trademark abuses. Utilising technologies that notify you of trademark abuses or even defamatory comments on social media related to your brand will prove indispensable in maintaining your brand identity.

6.Enforce Your Brand Guideline Policy. Cultivate Compliance in Your Company

The internet is all-seeing, all-hearing and all-knowing. What is said once can be remembered forever. Employing a clear compliance policy to employees, partners and affiliates is essential. Continuous surveillance of digital channels using advanced technologies will give you insights on the conversation surrounding your brand. 

7. Ensure Your DNS is Up to Scratch. 

Ensure  you have 100% uptime service level agreements with your DNS service provider to guarantee that your site is consistently available on quality servers. Even intermittent issues with DNS servers can desperately damage your brand through stalling web traffic. Such issues will negatively impact on your bottom line.

dotNice – Experts in Digital Brand Protection Strategy.