Marketing Adjacent

In this episode of Marketing Adjacent, Mike and Garrio have a short discussion on the topic of country specific top level domains (TLDs) and their impact for marketers. They cover how small countries can generate significant revenue from popular TLDs, risks associated with using certain country TLDs, factors to consider when purchasing domains for your brand, and how domain strategies may evolve in the future.

Key Discussion Points:
- The country of Anguilla is poised to make $30 million in 2023 from AI TLD registrations due to high demand. (00:01:49)

- Some countries like Libya and Syria shutting down internet access or being sanctioned in the past has caused issues for companies using their TLDs. This demonstrates the geopolitical risks associated with certain TLDs. (00:03:39)

- Generational differences in domain name expectations - will future customers still prioritize dot com? (00:21:07)

- As search evolves (ex: searching TikTok for reviews), how important will domains be for branding & discovery? (00:21:49)

- The exercise of weighing the cost vs. benefit of purchasing a premium domain can be useful before actually spending the money. (00:27:58)

The Value of Premium Domains and Risks of Country-Specific Extensions

Investing in a premium domain name can have long-term benefits for a company, shaping its brand image and market positioning. While there is no technical reason to invest in a specific domain, it can greatly impact a brand's recognition and credibility.

However, when considering domain investments, marketers should account for the potential risks associated with country-specific extensions.