This post is from iMediaConnection
By Aaron GoldmanChoosing a good domain name is only half a marketer's battle. Learn how your URL display can impact your brand for better, or worse.
I was excited to read Jeremiah Johnston's recent column on integrating domains into overall marketing strategy. URL selection and deployment is an oft-overlooked weapon in the marketing arsenal.
In his piece, Johnston focused on securing generic URLs to bolster a brand's position in the marketplace -- e.g., Russian Standard Vodka buying Vodka.com for a cool $3 million.
Supplementing YourBrandName.com with YourProduct.com, YourCategory.com or YourSlogan.com is definitely a sound approach.
However, choosing a good URL to support your brand is only the beginning. Effectively integrating a domain into your program requires careful promotional guidelines.
Too often I see marketers shell out top dollar for a premium domain name -- or worse, cop out with an obscure URL that no one will remember -- and bury it in all lower case at the bottom of an ad. It's quite rare to find a marketer giving his URL the attention it deserves by presenting it in an impactful way.
To illustrate my point, here are screen captures of the last frame of two different TV commercials. See the difference?
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