I think I’ve made it pretty clear that for better or worse, I am primarily on the sidelines when it comes to the new gTLD domain names. I would rather pay more for good names in a year or two (or longer) than buy new domain names now because I can determine whether they have enough investment value for my company at a later date. At this point, I have no idea whether it will be feasible for a domain investor to make money from the new domain names, so I am not buying many.
To me, the most interesting aspect of the new gTLD domain names is the marketing that registries and registrars are doing to sell their domain names. My background is direct marketing (my education and career), and I find these marketing efforts to be interesting.
We’ve already seen some pretty unique marketing and advertising tactics undertaken by registries and registrars. One example is .Club bus and taxi advertising, and another example is .Vegas advertising at McCarran Airport in Las Vegas. .XYZ teamed up with the New Zealand bobsled team, and 1&1 had an extensive television campaign for the new domain names. Several registries have attended industry specific trade shows or have plans to market directly to potential buyers at trade shows.
The marketing that new gTLD registries and domain registrars are undertaking will benefit people in the domain investment space. Companies have spent and will continue to spend millions of dollars advertising and marketing domain names. They may not be advertising traditional domain names, but their prospects will end up at a registrar or aftermarket website where they can make a business decision about what domain name makes sense for them.
Last week, I published an article that shared insight from representatives of new TLD registries and domain registrars about who bears the responsibility for marketing the new domain names to potential buyers. Regardless of who is responsible for the marketing, I think the marketing will benefit all of us in this business, and I think it’s pretty neat to watch.
We are in the midst of some exciting times right now. It’s exciting to see these great marketing efforts made, and it will continue to be fun to watch as new extensions roll out. If you see something cool being done to market the new domain names, I hope you’ll share it with me. I may not write about it on my blog, but it would be cool to see.