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Reaching the end user: migrating from .com to .brand

01-12-2012

Reaching the end user: migrating from .com to .brand

Kate Hutchinson looks at creating a strategy for domain migration, educating customers about new TLDs, and the advantages of using social media to promote and streamline the transition.

Kate Hutchinson looks at creating a strategy for domain migration, educating customers about new TLDs, and the advantages of using social media to promote and streamline the transition.

The application period for the Internet Corporation for Assigned Names and Numbers (ICANN’s) new generic top-level domain (gTLD) programme opens in January 2012, but already many brands have announced or considered plans for their own .brand TLD.

The new TLD programme has faced many harsh critics but, despite the protests of groups such as the Association of National Advertisers and the Coalition for Responsible Domain Name Oversight, the initiative is moving forward. The next chapter of Internet history will be written by the pioneers of the new TLDs, and many visionary brands are hoping to launch at the forefront with a .brand campaign.


ICANN, .brand. gTLDs, social media, .com, DNS

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