Dima Beitzke the chief sales officer at Sedo wrote a piece for iMediaconnection.com that asked if ad agencies and marketing professionals are equipped to play the domain game ?
The article did not get much engagement with only 4 twitter shares and 2 fb likes, there were no comments. It would have been nice to see some interaction between those out there putting campaigns together, with someone who is the chief sales office for a top domain aftermarket site.
From the article:
Finding the right name is the first hurdle. You have to understand the difference between registries, registrars and the domain aftermarket so you know where to look for your desired name. If the domain you’re looking for is already registered – and chances are good that it will be if you’re seeking something with common words or nearly anything using a .com extension – you’re best bet is buying from a current owner. Many times, domains that are already owned will be listed for sale with a specific asking price, which makes the whole process a little more convenient. But other times, you might have to buy a domain at auction or enter into negotiations with the current owner. In other instances, you may have to do a little investigating just to find the current owner so you can make an unsolicited offer.
Granted, the introduction of new generic Top Level Domains (gTLDs) – the extensions that started joining the likes of .com, .net and .org this year – will increase the chances of finding a good, unregistered domain. However, it also adds another layer of complexity into the equation with hundreds of new registries and other new players entering the market. You have to deal with sunrise and landrush phases as new extensions are introduced and, just like traditional extensions, there are already many domain investors staking their claim to domains they think others will find valuable at some point in the future.
While all this is going on, there are also legal issues one must consider to ensure that your company or client’s intellectual property and trademarks are protected. Some domain registrations are made in bad faith while others are outright illegal and if this is the case, there are steps you can take to cease infringement or reclaim assets.
Dima gave a couple good examples of companies that get the multi domain aspect and use certain domains for certain projects or campaigns.
To give a couple examples, Ford made sure to register its new tagline, GoFurther.com, before kicking off its multi-million dollar branding campaign and since it’s that time of year, ElfYourself.com is always a good example of a holiday campaign from OfficeMax that has had years of staying power.
Read the full article on iMediaConnection.com