|Source: Chi Birmingham, BloombergBusinessweek|
The Land of Milk and Honey
This change in domain name availability is coming fast, and companies need to think strategically to avoid losing out. By being proactive, paying attention to risk, and thinking about domain purchases in the same light as keyword auctions, marketers and consultants can find opportunity during this chaotic time. Ultimately, the drive toward customization should be a blessing, as the domain suffix can reflect the type of content or the location of a piece of media. With more specific domain options, we will likely see a decrease in competition as well as an increase in the effectiveness of targeted marketing. Domain extension purchases can work for everyone, as long as the adaptation process is swift, refined, and strategically-oriented.
Dan Jennis is an Integrated Marketing Communications student living in Chicago. He is interested in the way that information technology developments transform our understanding of business strategy and customer behavior. You can reach him with questions or comments on Twitter @DanielEJennis.