Digital Marketing Megatrends 2017
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Value/Importance: (It won’t be an option used by most companies)
Recommended link: ICANN announcement and FAQ
Over the years we’re used to the periodic release of new top-level domains such as .info or .name.
This new approach is more significant, ICANN, the domain authority describes it as
“The new gTLD program is one the most substantive changes to the Domain Name System (DNS) in the Internet’s history”.
Today, the first names applications were revealed on June 13th. They have been kept secret, but the examples above have all been applied for. Some that caught my eye are:
.baby .life .design .Paris .degree .dell .hotel .coupon .gripe
This ICANN video gives a good introduction to the reasons behind the changes and the opportunities:
The big question is how many organisations will think the fee is worthwhile. Around 2,000 applications have already been made, so that’s a fair few considering the fee. We’ll see today how many of these have been accredited.
There do seem opportunities for collaboration within a region or community (such as .NYC), but many businesses will be most concerned about managing reputation since your trademark can now be infringed in many more places depending on how well these new gTLDs are administered.
David A. Einhorn, partner, and Lesley Portnoy, associate, at law firm Baker Hostetler says:
“While some brand managers will innovate in this new era, all should be aware of headaches they will soon face. As the number of TLDs goes up, the avenues for trademark infringement and fraud stand to increase exponentially”
While some brand managers will innovate in this new era, all should be aware of headaches they will soon face. As the number of TLDs goes up, the avenues for trademark infringement and fraud stand to increase exponentially. Einhorn recommends these approaches:
If you're tempted to apply(!), you can apply or read the FAQ here.
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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