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A Domain Or Social Media: What Builds Consumer Trust? (A Market Research Study Conducted by the DNA)

Social media platforms like Instagram and Facebook have become key places for businesses to communicate with customers and even sell directly to consumers. Yet when it comes to actually making a purchase, do consumers trust a social media site over a domain?

This is a relevant question for virtually every business. Earlier this year, we designed a survey to answer this question, and will be hosting a public webinar next week to showcase the results.

As many know, the i2Coalition and the Domain Name Association announced a merger in August of 2020. Since then, i2Coalition staff have been busy championing the needs of the domain name industry in an effort to knock down barriers to growth and to highlight the good that the industry does.

With expanded resources and momentum following the merger, the DNA group has embarked on a mission to further understand the relationship consumers have with domain names through original market research.

The focus of this initial domain-focused market research study is on the differences in consumer purchasing behavior and confidence between small businesses who represent themselves solely through social media compared to those with a domain name. The study was conducted by a professional research firm and respondents are representative of US millennials. This webinar will provide an opportunity to showcase the results.

For domain name providers, in particular, there will be important data and insights into the following areas:

  • Education - What do domain name companies need to know about consumers to help SMBs better serve their customers?
  • Marketing - How can domain name providers communicate with SMBs based on the key drivers of the sales of their services? Can domain providers offer useful insights to help SMB customers grow their business?
  • Product - How can domain name providers build products and services that address the needs of SMBs? Can they build tools that address these identified needs?

This initial study is focused on data gathered in the United States, and there are plans to do more expansive research based on feedback received from this initial round.

The webinar is Thursday, July 8th @ 11:00 AM- 12:00 PM EST / 3:00 PM – 4:00 PM UTC, and is free to attend. Attendees will be provided the results of the survey and find out about the work that the Domain Name Association has accomplished over the past year.

We look forward to sharing the incredible work that the DNA group has been a part of since merging with i2Coalition and to share our findings of the work itself and why collecting independent data is important for the domain name industry. We hope that you will join us on July 8th!

This presentation will be indispensable for anyone who wants to understand modern ecommerce and generating trust online.

To register for the event: SIGN UP HERE

By Christian Dawson, Executive Director, i2Coalition

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