The Power of Domain Names

Domain names do far more than just provide catchy addresses for your Web sites. When used correctly, domain names can be powerful marketing tools that drive traffic, and protect and promote your brands:

• They act as “brand doorways” through which consumers and partners locate the brands they want to interact with
• They provide the foundation from which to build a Web site, create an email address, and defend a trademark from infringement and abuse when selected carefully
• They form the backbone of a successful Web strategy, giving companies a targeted way to reach and interact with consumers

Domains and the Changing Web Marketplace

Since 2006, the Internet and the domain marketplace—along with consumer behavior—have changed dramatically. Technological advances including Web 2.0 and the Mobile Web, as well as the dramatic rise in direct navigation and other domain-related shifts, have permanently altered the landscape upon which corporate domain name programs and strategies were built.

The value of Internet sales and Web-based impressions has grown dramatically due to the increasing demand on corporations to maximize revenues and reduce costs. Today it is essential that corporations own the right domain names, use them to direct Internet users to relevant content, and enforce their rights to recover the names that receive significant traffic and are confusingly similar to their own brands and trademarks.

Since domain names continue to appreciate faster than other commodities, it pays to have a strategic approach to domain name investments that can weather both good and bad economic times. Companies must make Internet investments that allow them to be lean, while still being viewed as a leader by their customers and partners. The best values are available to visionaries that seek guidance from subject-matter experts.

FairWinds Partners can help you develop a sound strategy to capitalize on the changing domain landscape. To learn more, contact us here.