With the announcement that the ICANN will begin allowing virtually any new domain name next year I expect a rush to an important new level of brand marketing.


Names won’t come cheap for most but for major brands the price tag - $185k - is a modest investment. And the opportunity is substantial. For one thing it will make remembering domain names much easier - www.ford.taurus. You will also see url’s more prominent in advertising and promotion.


Marketers know that the first destination for consumers seeking info on a product is the website. So, proprietary domain names will steer consumers to precisely the info they are looking for, which has the potential for more effective engagement and involvement - www.ford.taurus_colors.


We should all be keeping an eye on this development. It most assuredly give rise to other creative communications opportunities.


 



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