Home / Industry

Architelos Introduces 'Velocity' to Help TLDs Market in Evolving Domain Name Industry

With top-level domains (TLDs) about to enter unchartered territory, Architelos today introduced Velocity marketing services to enable existing and new TLD registries to claim control of their marketing and directly address and interact with potential domain name registrants.

New Balance of Marketing Power

Traditionally registries have marketed to the registrar channel, hoping that the marketing will eventually trickle down to the intended audience, said Architelos CEO Alexa Raad. This has led some TLDs to confuse their channel with their customers and forfeit control of their message and effectiveness. "With new TLDs ranging from brands and industry descriptors to city names and non-profit organizations, registries will need to take greater control of their marketing and move far beyond a simple channel promotion approach," Raad said. "Velocity will shift the balance of marketing power and enable direct, sustainable and higher value customer relationships."

The success of more descriptive and branded TLDs will not be judged by the quantity of domain names sold, but rather by the economic value delivered, regardless of domain name volumes. Architelos is introducing Velocity to help new and existing TLD registries retain greater marketing control and provide valued services to domain names they serve.

Velocity Returns Marketing Power to Registries

Velocity encompasses a range of marketing services based on the experiences of Architelos executives who have launched a TLD, managed a registry, developed new TLD business models, created sophisticated domain technologies and deployed and evaluated many TLD marketing programs, as well as the experience of Thom Kennon, executive vice president, digital brand strategies, and widely regarded as a leading "post-digital" strategist. He is directing the Velocity service.

Kennon said Velocity by Architelos is grounded on a set of proven behavioral marketing tools and methodologies fueled by innovative human research techniques. "Velocity will include 'listening-based marketing' that is invigorated by social media and 'big data marketing' that creates more accurate predictions and more valuable insights," Kennon said.

According to Kennon, the payoff for TLDs is potentially huge. "If you think about the actual value of a long-term customer relationship a registrant could have directly with a registry, it changes the business model. Instead of surrendering margin to the channel, the TLD realizes a customer life-time profitability unimaginable in the old marketing model."

Velocity Built by Digital Marketing Experts

Among the Architelos Velocity services, which are tailored to each TLD's specific marketing challenges, are:

  • Brand identity development and brand rejuvenation
  • Audience identification and profiling
  • Positioning vis-à-vis the industry and competitors
  • Digital and other non-traditional strategic marketing plans, benchmarks and activation
  • Go-to-market support and continual optimization
  • Message development

"There is a shortage of experienced domain name marketers," Kennon said. "Fortunately, Architelos executives have such first-hand experience."

"Velocity isn't about theory or models," he added. "It's about real programs put into action to attract and keep registrants in the increasingly chaotic world of domains."

About Architelos

Architelos

Architelos, Inc. provides consulting and managed services for clients in the internet and DNS industry. The consulting practice focuses on innovative growth strategies and boasts both industry leaders as well as new entrants as clients. Architelos operates as an independent and trusted third party, with no financial interest in or plans to apply for any new Top-Level Domains (TLDs). (Learn More)

Related topics: Domain Names, Registry Services, Top-Level Domains

WEEKLY WRAP — Get CircleID's Weekly Summary Report by Email:

Related Blogs

Related News

Topics

Industry Updates – Sponsored Posts

Season's Greetings - 2014 End of Year Message from DotConnectAfrica

Minds + Machines in 2014 and 2015

New .VOTE and .VOTO Domains Launched

Consumers Prefer the .ORGANIC Domain for True-Organic Goods

DNW Podcast Interview with Antony Van Couvering

TLD Registry and Right of the Dot Establish a Domain Name Industry "Dream Team"

TLD Registry Ltd Welcomes New Board Members

New .LGBT Top-Level Domain Launched

.sydney Domain Names Now Available in Pre-Release

"Chinese Domaining Masterclass" to be Presented at NamesCon Las Vegas in January 2015

Auction and Sales Channel Update

Radix Set to Launch .SITE TLD in 2015

Annual Manthan Award Event This Week

Domain Name .Africa Faces Hurdles - Q&A with Sophia Bekele

LogicBoxes Announces Automation Solutions for ccTLD

List of New gTLD Availability & Key Information Provided for Download

Radix Launches .Space for Individuals, Freelancers and Professionals

TLD Registry Wins Best Marketing Award at China New gTLD Roadshow

Public Interest Registry Introduces 'OnGood' - New Brand Identity for .ngo & .ong

Victorian Government and City of Melbourne Launch .melbourne Web Addresses

Sponsored Topics

Verisign

Security

Sponsored by
Verisign
Minds + Machines

Top-Level Domains

Sponsored by
Minds + Machines
dotMobi

Mobile

Sponsored by
dotMobi
Afilias

DNSSEC

Sponsored by
Afilias