What do advertising specialists say about new domain zones?
Recently, Sedo, the owner of the world's largest domain auction, conducted a study to clarify the opinion of advertising, PR and marketing specialists on the launch of new top-level domains. 361 respondents participated in the polls. Among the participants were employees of companies directly involved in advertising and marketing, as well as employees of firms from other spheres of activity working in positions of PR managers, marketing specialists, etc.
Not everyone knows about new domains.
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The survey showed that more than half (54%) of advertising specialists are not aware of the fact that in 2014 there will be a massive launch of new domain zones within the framework of the New gTLD program. Only 25% know about the New gTLD program, the rest said they "heard something about it."
disadvantages
Most respondents are skeptical about the changes that new domains will bring. 62% believe that the emergence of many new zones will complicate the use of the Internet and create confusion. 27% believe that new domains will not affect anything, and only 11% think that it will be easier to use the Internet.
It is precisely the confusion due to the excessive number of new domains that many (40%) consider the main disadvantage of the New gTLD program. Every fifth participant named such disadvantages as user ignorance (22%) and unpopularity (21%). Only 3% do not see any flaws in the new zones.
Nor did the marketers' clients usually not discuss the possibility of using new gTLDs (70%). 12% admit the use of new zones and discussed this issue, 18% have not yet decided.
Benefits
But despite all this, 64% of specialists are confident that new domains will be a success.
Among the advantages of new domains, as a rule, called the memorability of the site address (35%) and the ability to register a good name (20%), user-friendliness (15%) and innovativeness (13%). 11% believe that the new domains have no advantages over the old ones.
More than half of the respondents are ready to use domains outside the .COM zone in their business. Also, more than half believe that this will not create any difficulties for consumers. Note that the survey was conducted in the United States, where almost all companies seek to obtain a domain in the .COM zone.
Brand protection
Let us touch on the urgent issue of cybersquatting in new domains. The problem here can create again, the lack of awareness of companies. 86% of respondents are not aware of the possibility to protect their trademark in new zones with the help of the Trademark Clearinghouse . However, of those who know about this opportunity, only 17% of respondents took advantage of it. The rest do not plan to do this (46%) or have not yet decided (39%).
The most promising
The specialists also answered the question which of the domain zones that will be launched under the New gTLD program will be the most successful. They were offered to rank the ten most popular domains for which the most applications were submitted.
The rating is an arithmetic average of the number of places indicated by the respondents, i.e. the lower it is, the more success, in their opinion, this or that domain expects.
The first place was taken by the domain .app (3.66), followed by .shop (4.73), .inc (4.76), .book (5.2), .movie (5.32), music (5, 36), .art (5.8), .home (5.98), .design (6.95), .llc (7.26).
Not everyone knows about new domains.
')
The survey showed that more than half (54%) of advertising specialists are not aware of the fact that in 2014 there will be a massive launch of new domain zones within the framework of the New gTLD program. Only 25% know about the New gTLD program, the rest said they "heard something about it."
disadvantages
Most respondents are skeptical about the changes that new domains will bring. 62% believe that the emergence of many new zones will complicate the use of the Internet and create confusion. 27% believe that new domains will not affect anything, and only 11% think that it will be easier to use the Internet.
It is precisely the confusion due to the excessive number of new domains that many (40%) consider the main disadvantage of the New gTLD program. Every fifth participant named such disadvantages as user ignorance (22%) and unpopularity (21%). Only 3% do not see any flaws in the new zones.
Nor did the marketers' clients usually not discuss the possibility of using new gTLDs (70%). 12% admit the use of new zones and discussed this issue, 18% have not yet decided.
Benefits
But despite all this, 64% of specialists are confident that new domains will be a success.
Among the advantages of new domains, as a rule, called the memorability of the site address (35%) and the ability to register a good name (20%), user-friendliness (15%) and innovativeness (13%). 11% believe that the new domains have no advantages over the old ones.
More than half of the respondents are ready to use domains outside the .COM zone in their business. Also, more than half believe that this will not create any difficulties for consumers. Note that the survey was conducted in the United States, where almost all companies seek to obtain a domain in the .COM zone.
Brand protection
Let us touch on the urgent issue of cybersquatting in new domains. The problem here can create again, the lack of awareness of companies. 86% of respondents are not aware of the possibility to protect their trademark in new zones with the help of the Trademark Clearinghouse . However, of those who know about this opportunity, only 17% of respondents took advantage of it. The rest do not plan to do this (46%) or have not yet decided (39%).
The most promising
The specialists also answered the question which of the domain zones that will be launched under the New gTLD program will be the most successful. They were offered to rank the ten most popular domains for which the most applications were submitted.
The rating is an arithmetic average of the number of places indicated by the respondents, i.e. the lower it is, the more success, in their opinion, this or that domain expects.
The first place was taken by the domain .app (3.66), followed by .shop (4.73), .inc (4.76), .book (5.2), .movie (5.32), music (5, 36), .art (5.8), .home (5.98), .design (6.95), .llc (7.26).
Source: https://habr.com/ru/post/196436/
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