- GTLDS improves brand identity, trust, commitment, SEO and control over online presence
- 53% of companies want to stand out from competitors – GTLDs can help
- Some Marketing people did not know they could register GTLDs
New research from ICANN has revealed that Generic Domains at the Top Level (GTLDs) have been compared to digital store factories, noting that unique online addresses are critical of branding and customer engagement.
ICANN’s global study of more than 2,000 marketers from 14 global markets found that GTLDs such as .microsoft or .Brazil offer unused branding and operational options.
The study also found that brands can improve their identity, improve confidence and control their online presence more effectively when using a GTLD.
Businesses are missing out on generic TLD -Benefits
An overwhelming majority (92%) of the marketers surveyed agreed that GTLDs offer benefits, including improved fire differentiation/identity (46%), improved customer confidence and commitment (45%), better control over online presence (44%) and improved SEO (44%).
Although GTLDs may be new additions to companies’ timetables, they may also form part of existing strategies. For example, 53% noticed to stand out from competitors as a highest priority in the next 12 months. One in two (52%) also noted that they would attract and engage the right audience, while a similar number (47%) declared to keep up with digital trends to be a highest priority.
However, as with any change in technology, some find that there are certain obstacles that prevent them from going all-in on GTLDs, including high costs (31%), a lack of knowledge (27%) and inadequate time, unclear ROI or security concerns (24%each).
ICANN also observed misunderstandings, with 16% of marketers who thought GTLDs were only state and 9% and thought they were part of the trade agreements.
With GTLDs that offer a transformation option for brands that are willing to spend time setting them, ICANN urges brands to start preparing now to move themselves with knowledge and power.
