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It would have been difficult to plan for this no-man's-land period we find ourselves in this spring as ICANN rectifies, resets and finally closes their new TLD application window. But for those of us with applications in the black-box hopper, we soldier on. From a marketing standpoint, there are three things we are working on with our partner clients with applications submitted, and if you're in the game too, you might want to consider similar actions. more
Traditionally, top-level domains (TLDs) have been almost exclusively marketed by registries through their registrar channel. In a never-ending cycle of driving and sustaining sales, registries often resort to discounting and "promotional pricing." The competition for prime shelf space for a TLD is fierce, with sales and distribution largely controlled by the channel... In this chaotic and cluttered channel, it's not surprising that TLDs have traditionally been less than successful in defining their brand and delivering a unique value story for their product. more
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