Domain Branding
On Feb. 6th, 2003, websidestory Inc., [websidestory.com], a web
analyzation company released a report showing that the majority
of websites are now visited by direct navigation, instead of
using search engines and web links.
Direct Web Navigation is when a visitor locates a site by typing
the domain directly into the browser or from a using a bookmark.
According to websidestory.com, in 2/2001 48.14% of sites were
found through direct navigation and the other 51.85% through
search engines and weblinks.
As of 2/2003 that percentage has risen to 64.43% and only 35.55%
were found through search engines and links.
This study however does not diminish the importance of search
engines and links for initially finding a website.
But it does give evidence that a domain and site that a visitor
is able to remember will be returned to directly in the future.
Note I said 'able to remember' and not 'worth remembering.' Sure
your site should be of such value that it is worth remembering,
but if you don't have that solid brandable domain that sticks in
the brain like glue than it won't matter.
How many times have you wanted to return to a cool site, but
couldn't remember the domain to get their? Of course you could
search for it at a search engine, but this takes more time and
effort. The more steps you put in front of your prospects, the
less likely your site is to be found.
This is why domain branding is so important. For a very low
investment any online business has the power to intensely
leverage their marketing.
Think about it. Your Domain name is the most important marketing
tool you have. Your domain is the first thing your audience sees
and your first chance to generate a response from a consumer. Do
they visit or move on? This decision is hugely impacted by the
effectiveness of your domain.
The entire basis of marketing is getting someone's attention and
your domain must do just that. It becomes extremely powerful to
use a brandable domain name to leverage your marketing to the
maximum.
Put simply a quality, short, memorable domain will always lead
to an increase in sales.
Nobody knows this better that large corporations who have spend
millions on solid brandable domain names. In one famous example
venture capitalists in California paid $7.5 million to acquire
Business.com. Even forsalebyowner.com fetched $835,000.
A little off topic but still interesting, is Ex-marine Darryl
Pollock who registered the domain IraqiFreedom.com and has
received offers into the thousands (Note: He has been qouted
saying that if he were contacted by the pentagon he would
'completely cooperate with them.')
Crazy isn't? But big business knows that these domains are worth
because that domain will bring in sales for years and years to
come. They can build it, promote it, brand it and it will work
for them forever. Even two word, hyphenated domains are grabbing
some pretty prices, checkout these recent Afternic and Ebay
sales:
Internetbank.com $92,800 E-Privacy.com $35,080 eloans.net $6,060
Ez-HomeLoans.com $4,725 venture-capital.net $14,510
officetravel.com $2,625 qalaxycafe.com $1,890
When you are marketing your site, business, product, service,
you must be seen, heard and remembered by your audience.
Consumers are bombarded with messages all day every where they
travel. You must stand out and the most cost effective way to do
this is logical domain branding.
So what domains are memorable and what makes a domain brandable?
Find out and see examples in Part 2 of our special domain
branding articles series.
Get Part 2 now, by sending a blank email to
mailto:10336@QuickPayPro.com?subject=63
Wayne Ford is the owner of http://www.domainheat.com , a leading
supplier of daily expired and soon-to-expire domain lists. He
also has just released a new 2-tier affiliate program that pays
up to 75% on a whole library of internet marketing products and
services. Join free at http://www.gotprofit.com
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