The Internet is changing.
A new program from ICANN, the non-profit organization that is responsible for technical coordination of the Internet domain name space, is enabling entities to propose what goes on the right side of the dot, and then determine what goes on the left, such as www.myproduct.brand. This white paper will outline how and why having a brand top-level domain (TLD) is the next logical step for brands and presents four specific benefits of TLDs that every brand marketer needs to know: concise campaign management, brand trust and assurance, an increase in SEO & ROI, and brand building and protection. The marketers that heed the opportunity to create a brand TLD will be a step ahead of their competitors by three to five years, due to the limited time offer, the administrative process, and time to market.
Along with each specific benefit, the white paper guides marketers on which questions they should be asking and answering, in order to legitimize the importance of a brand TLD to the "C-suite."
The business of the Internet and the opportunity to reach consumers is changing, and creating new sources of engagement are critical to reaching the right audiences. The first generation of companies to take advantage of the real estate on the right of the dot will stake out significant online advantages and drive new competitive differentiators. This white paper will help them to leap in front of the competition.