Phrasemongers are out, branding per click is in!

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o this day, we still remember the catchy advertising slogans of successful TV commercials. Tempo still stands for tissues, although numerous other companies offer products of similar quality. The goal of a catchy domain name is to establish these same brand effects on the web as well."

Two thirds of all malta phone data companies register domains to increase their brand awareness. For 65 percent of respondents, brand awareness is the top priority. This result shows that companies want to harmonize brand awareness and their domains. With a defined domain strategy, this will work in the long term. One in two companies already use domains to target advertising campaigns that contribute to branding. This is closely followed by the top reason number 3: legal security, brand protection. More than one in three respondents are already thinking about internationalization when allocating domains. 19 percent use the domain as a protection tool against cybercrime.

Figure - Domain Report Domain FactoryChecklist: Using the domain as a marketing tool

You should consider these points:

The domain name...

... is memorable and easy to remember.
... is creative and sets itself apart from the competition in an original way.
... is also internationally usable and pronounceable.
... contains your company and/or key keywords that are important in your industry.
... allows conclusions to be drawn about the respective product and/or industry category and thus increases memorability.
... allows scope for a later expansion of your services and products without having to change.


Expert tip from DomainFactory:

"Website operators act sustainably when they integrate their domain into their marketing strategy. At the same time, they can secure the brand and protect it from competition. If the domain has already been taken, it is worth investigating: has the competition only registered the domain or also the brand? This way, nasty surprises can be uncovered early on. This is especially true for start-ups and solo self-employed people. The integration of industry-standard keywords can also be beneficial."

Chapter #04 - Domain Strategy: The Last Secret in Online Business
Every year again: At the beginning of a new year at the latest, marketers, sales experts and managers determine the strategy for the coming months. The approach should be holistic, outperform the competition and, of course, attract new customers. But where is the domain strategy in this concept? The sad truth: often nowhere. In 35 percent of companies, the IT department is currently responsible for domain management, so a solid basis has been created. In order to really use domain management strategically in the future, marketers, IT experts and management should work hand in hand, because the domain strategy can have a direct influence on the business result.