The .Domain Change Is Weeks Away; How Marketers Should Prepare
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We are just weeks away from a new internet era, when there will be a 6,000% expansion of website domains available for internet users. While this level of growth sounds exciting, it may hold more threat than promise for marketers.
Over the past year, the Internet Corporation for Assigned Names and Numbers has accepted applications from companies seeking brand-centric generic top-level domains, such as .netflix or .microsoft, as well as more broad-reaching gTLDs including .auto, .bank and .restaurant. An ICANN board meeting scheduled for April 7-11 in Beijing will likely cement the rollout of these new gTLDs on April 23.
The ANA has not only taken a strong position against ICANN’s premature rollout of its gTLD plan, but also brought our industry’s concerns to the highest levels of the U.S. government and to the ICANN organization. If you are a brand marketer and had not fully been following the discourse surrounding ICANN and the new gTLD plan, you are running out of time to assess, analyze and take action. Here are some helpful tips to act on now:
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