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

Coca-Cola cuts sales outlook amid weak demand

To offset decline, Cola maker is raising prices and putting drinks in premium packing

Sears Canada president leaving job less than a year in

Carrie Kirkman will continue to work with the retailer in an advisory role

WestJet hires new director of marketing

Rob Daintree joins the brand via FGL Sports

Cineplex wants to talk about the weather

New campaign positions movies as a fall back option when weather doesn't cooperate

LCBO.com offers 5,000 products, $12 home delivery

LCBO president says sales site will boost Ontario wineries, breweries, cider producers

Lessons from Shop.ca and Beyond the Rack’s shortfalls

Despite failures in the Canadian ecomm space, there is still opportunity to grow

General Mills brings gluten-free Cheerios to Canada

U.S. creative will be adapted for Canadian campaign next month

Kit and Ace’s summer of ‘Eh’

Retailer brings a taste of Canadiana to U.S. pop-up showroom

Aldo ups its fashion game for fall

#AldoMovesMe campaign aims to elevate perceptions of the brand