Let’s play a word association game. I say “domain extension”, you say? …
If you answered .com, you are not alone. However, don’t reject new top-level domains so quickly.
For a multitude of reasons – lackluster domain names, local buzz, industry clarification – many companies are flocking to new TLDs. And it should come as no surprise to see this new market take off.
Do not believe me ? Here are a handful of companies that have ditched the traditional, boring dot-com for something better.
Securing the frontiers of technology
Many large companies have abandoned dot-com for security reasons. Going to a .brand domain name adds an extra layer of security for customers.
Barclays, the UK’s largest bank, switched from its .com domain name to a brand-centric domain name in 2015 to another aimed at streamlining the customer experience.
And did you know that there is 2.5 million false or misleading travel bookings declared annually? Despite a number of anti-counterfeiting measures that large travel organizations can take, that number does not appear to be decreasing.
One company that takes a stand against scammers with a brand-centric domain name is Marriott Hotels. With its new name .marriott, customers who book direct can do so with confidence.
“Marriott is helping show how businesses are using this new type of top-level domain as an opportunity to evolve, innovate and simplify your online travel. “
Location, location, location
The Internet is a global marketplace and anyone in the world can check what you offer online. But in many cases, people and businesses don’t need global reach.
Restaurants, regional banks, local politicians – these people and places are concentrated locally and can often benefit from local TLDs. It is important to know your market.
The Travel Channel – no, not that one – is an extremely popular television network in China. In 2015, they moved their dot-com site to a site entirely in Chinese – 旅游 卫视. 在线 (translated by travelchannel.online). It makes sense given their market.
One of the most famous landmarks in the world not only lives in Paris, but is now on toureiffel paris.Formerly tour-eiffel.com, the Eiffel Tower now pays homage to its location.
Sometimes your space isn’t as small as you might think.
Renowned for its innovation, it’s no wonder that Switzerland-based CERN has migrated its website to the .cern domain extension.
The old cern.ch domain limited CERN to a single country and did not recognize the organization’s global nature, nor that its science and values transcended geographic and political boundaries.
They are so much cooler
Sometimes the industry and location just isn’t enough and you want something fun and exciting.
After Google’s restructuring in 2015, people flocked to abc.xyz for its announcement. It’s just a cool and relevant name for a business called Alphabet. Marketed to the next generation of Internet users, domain extension is just another nail in the dot.com coffin.
Highlight your industry
From finance to real estate to porn, using an industry specific plugin is a great domain hack. Not only does this help customers know exactly what you’re doing just by looking at your URL, but it’s also a great way to show that you are up to date with trends online and where the future is heading.
The website for the world’s largest innovation show – The Consumer Electronics Show – has completely migrated from its .org site to a site worthy of a tech-focused event.
For a tech show – or anyone with a technology company – a .tech name makes sense.
Likewise, the recently launched .store extension is the only nTLD focused on the e-commerce industry, especially the online shopping industry. Formula One’s online store is the perfect extension of f1.store.
So the next time you’re tasked with choosing a domain name, don’t limit yourself to an outdated extension or accept a name that is just available. Instead, use the creativity that got you here in the first place and go for something better.