Archives For Marketing

.COIn 2009, the Colombian government entered into an agreement with .CO Internet S.A.S. (.CO Internet) to market and sell domain names within Colombia’s country code top level domain (ccTLD), .CO. By the end of 2010, .CO Internet began targeting startups after initial registrations by Google (g.co), Twitter (t.co), Amazon (a.co, k.co for Kindle), and others.

Traditionally, marketing a ccTLD has been reserved for registrars, hosting companies, social media agencies and others downstream in the marketplace. But the company that manages .CO is aiming directly at the end user – you – by offering a simplified way to create a quick and easy online platform, with a domain name, a website, and an email address.

Speaking directly to the end user seems to be a call to innovation and disruptive business models: consider Harry’s, a razor company going toe to toe with Gillette by offering a different take on the very traditional razor blade, or Warby Parker, an eyewear company that cuts out the middle man and markets to a hipster-ish, younger consumer base.

Given the imminent launch of new generic top-level domains (gTLDs) such as .SHOP, .NYC and .CARS, startup companies with interesting takes on everyday items and services will have even more options for establishing and marketing themselves in unique, effective and innovative ways online.

New gTLDs are on track to begin delegating into the Root Zone as soon as the second quarter of next year. With the first launches fast approaching, brand owners and other new gTLDs applicants have been gathering information in order to form strategies and make decisions about how they will use and market their new gTLDs. But a crucial piece of information has been missing – until now, that is. Continue Reading…

If you’re anywhere near the East Coast of the U.S. like we are at FairWinds, then you’re likely in the throes of Hurricane Sandy right now. We closed our Washington, DC office and had our employees work from home today – but that didn’t stop us from thinking about new gTLDs. Continue Reading…

This week, a few members of the FairWinds team are off in London to meet with some clients and friends across the pond. Of course, no matter where we are, we’ve always got new gTLDs on the brain. That’s why this picture (below) got us thinking: Continue Reading…

By now, consumers are used to seeing domain names appear in traditional advertising spots like print ads, billboards, television commercials and the like. If they’re anything like the staff here at FairWinds, they actually seek them out. But since social media juggernaut Facebook started offering “vanity URLs,” we have seen more brands including Facebook URLs instead of their own domain names. For example, the new Visa commercials promoting the chance to win tickets to this year’s Super Bowl end with Facebook.com/VisaNFL in place of a Visa.com domain. Continue Reading…

A recent post in The Chronicle of Higher Education highlighted the fact that some universities here in the U.S. have opted to use .COM domain names in addition to their .EDU domains. Typically, universities use their .EDU domains for their main sites – think Yale.edu, Georgetown.edu, Virginia.edu, etc. – because .EDU is reserved for legitimately accredited institutions of higher education in the U.S. Having a .EDU address automatically conveys legitimacy to web users, including current and potential new students. Continue Reading…

As we talk with more businesses and brand owners, it is becoming very apparent that there is a significant amount of misinformation about new gTLDs being spread through the business community. Specifically, we have found that many brand owners are confused about what they can and cannot do in regards to new gTLDs. So we decided to set the record straight on some of the most common myths about new gTLDs that we’ve heard in a recent article for the CMO Council’s monthly newsletter, Marketing Magnified. Continue Reading…