Infographic: .challenge or .opportunity?

By the middle of 2011, more than 95 million .coms where registered globally, accounting for about 45% of all domains, according to ZookNIC Intelligence, a leading provider of domain registry data. And every three months, six to seven million new names are added to the .com registry. Given the sheer number of addresses, businesses today […]

By the middle of 2011, more than 95 million .coms where registered globally, accounting for about 45% of all domains, according to ZookNIC Intelligence, a leading provider of domain registry data. And every three months, six to seven million new names are added to the .com registry. Given the sheer number of addresses, businesses today often have to add industry-specific qualifiers to get the .com address they want (think “media” or “marketing”, for example). In worst case scenarios, they have to create unnatural word combinations.

Attempts to expand the domain name universe with new generic top-level domains (gTLDs) like .jobs has done little to curb the appeal of the gilded .com. Here in Canada, the one bright spot has been .ca, a country code TLD which has grown its market share at the expense of .com. Between the two, they account for an overwhelming 84% of the market.

Beginning in 2013, business and individuals will have an oncoming flood of new domain name words to choose from. The Internet Corporation for Assigned Names and Numbers (ICANN) is in the thick of reviewing more than 1,900 domain name proposals from the likes of Amazon, Google and AOL, for suffixes like .book, .shop and .corp.

David Fowler, director, marketing and communications for Ottawa-based Canadian Internet Registration Authority, which manages the .ca domain space, says it presents both an opportunity and challenge for marketers.

New domain names could help marketers align with particular causes or interest areas (.eco or .charity, for instance). On the other hand, Fowler says marketers are right to worry that all these new domain endings will simply confuse the public. One thing is for sure: the domain universe in Canada is about to see a whole lot of extra real estate. What remains to be seen is what’s the price and preference for the best location.

Click to expand, or download the PDF

Brands Articles

Pressboard ranks the best of brand content partnerships

10 publisher/brand collaborations worth studying

Porsche sells Canada its Macan by celebrating bicycles

Online short films focus on those who represent Porsche brand attributes

Uber’s marketing must mature to live up to $18 billion

The tech bubble taught us to watch out for marketing this dorky

Searchlight Capital buys M&M Meat Shops

Private equity firm gets into frozen foods

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign