MediaPost published an article a couple hours ago on Donuts initiating its first advertising campaign. Comments from Jeff Davidoff the CMO at Donuts are quoted in the article. One interesting quote, “Dot-com doesn’t mean anything. The Google algorithm looks for meaning and connects the word with relevant content. Marketers really need to focus on the quality of the content and the connection with the domain name.”
From the article:
The campaign will run video and banner ads online for 60 days on Yahoo, MSN, Entrepreneur, Business Insider, Fast Company, Forbes, and others. Manhattan-based MediaStorm spearheaded efforts, along with Los Angeles-based ad agency Walton Isaacson, creating the campaign and media buy. Search, podcasts, radio, and broadcast TV ads will come later.
Of the 1,200 new domain names about 600 are brand names and the remaining are non-branded names. Donuts will own about 200 of the non-brand names; and Google and Amazon, about 50 each, per Jeff Davidoff, CMO at Donuts, told Search Marketing Daily at South By Southwest Interactive in Austin.
Davidoff believes the industry will see an end to the backslash in the domain name such as Gucci/shoes, making it easier in the long run, for consumers to find brand Web sites.
Read the full article on MediaPost
I think they should invest more in Industry Conferences. It’s there, where th buyers are at this moment ! Like .club, they are doing the right Marketing mix !
“The new campaign is the equivalent of the 101 class in domain awareness,” says Jeff Davidoff in this article: http://www.bizjournals.com/chicago/news/2015/03/13/donuts-inc-wants-to-inform-the-world-that-internet.html
Yes Dietmar,
and also in sites targetted to domainers, like this one for example.
Francois, we have to make the new marketing Agencies which run this accounts aware, that Blogs and portals like domaining.com , blogdominios.com and many other exist. Maybe we should gather a list and send it to them.
That just takes away all the fun of developing Buydonuts.com
Donuts, it’s time to learn a new tune.
Rather than underlining a bad argument, why not highlight some of the legitimate opportunities in the nTLD sector?
Google itself has consistently denied what Donuts is implying – that it gives keyword TLDs some sort of advantage in search results.
And it’s patently absurd to suggest that TheDomains.com is less meaningful than The.domains.
By drawing attention to a counterfactual sales pitch, Donuts only undercuts its own position. People have no trouble finding meaningful content online, and they don’t wake up resenting the meaninglessness .COM! Consumers will see through such nonsense and throw the baby out with the bathwater.
Figure out why nTLDs are actually useful. Then tell people. By trotting out arguments that are (and have been) easily refuted, Donuts and the nTLD initiative simply lose credibility.