Marketing Experts Recognize Potential of gTLDs Despite Limited Knowledge

Understanding the Potential of gTLDs: Insights from ICANN's Global Survey

A recent global study conducted by the Internet Corporation for Assigned Names and Numbers (ICANN) has revealed significant insights into marketers' perceptions of generic top-level domains (gTLDs). The survey, which sampled over 2,000 marketers across eight countries, emphasizes a promising future for gTLDs, despite a notable lack of awareness among professionals in the field.

Key Takeaways from the Survey

The survey found that 52% of marketing specialists firmly believe in the potential of gTLDs to enhance online presence. This indicates a growing recognition of how these domains can contribute to branding and visibility. However, the study also pointed out a critical barrier: about 32% of marketers are unfamiliar with what gTLDs actually entail, which suggests many brands might overlook numerous opportunities associated with gTLDs.

The unique feature of gTLDs is that they represent the suffixes of web addresses, such as .shop, .app, .blog, and many more. For organizations, owning a gTLD can be an effective strategy to strengthen brand identity and communicate their mission online. It becomes a means to stand out in a crowded digital marketplace.

Marketers identified several advantages of gTLDs:
1. Enhanced Brand Differentiation: 46% of respondents acknowledged that gTLDs could help in distinguishing their brands from competitors.
2. Improved Customer Trust: 45% believe that having a dedicated gTLD can boost customer confidence, establishing a legitimate online presence.
3. Better Control Over Online Presence: Nearly 44% see gTLDs as a way to have greater control over their digital space.
4. SEO Benefits: Likewise, 44% consider gTLDs potentially helpful in boosting search engine rankings.

Regional Insights on gTLD Knowledge

The study shows significant regional disparities in awareness and perception of gTLDs. Marketers from Nigeria (74%) and India (61%) are particularly optimistic about the potential of gTLDs, viewing them as vital for brand recognition. Conversely, sentiments in China appear more divided, with half of the marketers recognizing the potential while the other half expressing concerns about the return on investment.

Issues of cost (31%), lack of knowledge (27%), and insufficient resources (24%) were identified as barriers hindering organizations from applying for gTLDs. In light of this knowledge gap, brands may miss out on a significant opportunity to leverage gTLDs and enhance their digital marketing strategies.

The Role of ICANN in Bridging the Knowledge Gap

As the window for applications for new gTLDs is set to open in 2026, ICANN is preparing resources to help organizations understand the application process and benefits of gTLDs. With a decade having passed since the last opportunity to apply for new gTLDs, businesses must consider this as a unique chance. Theresa Swinehart, ICANN's Senior Vice President for Global Domains, emphasized this in stating that gTLDs create a safe, unique online space suited to the needs and interests of specific organizations.

Moreover, to ensure a smooth application process, ICANN has launched an Applicant Support Program (ASP) that offers both financial and non-financial assistance to qualified applicants.

The complete report titled 'Understanding the Opportunities that gTLDs Present for Brands' is available on ICANN's official site.

In conclusion, while many marketers acknowledge the vast potential of gTLDs, there remains a crucial need for education and awareness. As we move closer to the application period, brands should actively seek to understand how gTLDs can elevate their online presence and branding strategies effectively.