From a theoretical standpoint, the purpose of domain names is to provide easy to remember labels, so humans don’t have to rely on memorizing IP addresses to navigate the Internet. But in practice, they can do so much more than just that.
Domain names are powerful because they act as a brand’s face online, the point of recognition that indicates to consumers that they are in the right place to find official branded content. Domains form the foundation on which businesses build their digital strategies.
When paired with the right strategy, domain names can drive online traffic, promote brand image, and even defend against trademark infringement and brand dilution.
The Internet is many things to many people, but the one thing it’s not is static. The digital space continues to evolve and change in ways that force businesses to stay on their toes in order to keep up. A solid domain name portfolio paired with a dynamic strategy enables businesses to adapt to these changes, and use their domains as powerful marketing tools to maximize online impressions and revenue while reducing costs.
This is particularly true given the introduction of new generic top-level domains (gTLDs) into the domain name system. The idea behind new gTLDs was to open up additional space in which companies could innovate. New gTLDs are also expected to expand consumer choices and offer more intuitive domain names that will be easier for consumers to locate.
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