New Survey Highlights Marketing Leaders' Views on gTLD Potential Amid Knowledge Gaps

Understanding the gTLD Opportunity in Marketing

Recent research from the Internet Corporation for Assigned Names and Numbers (ICANN) brings to light the potential impact of generic top-level domains (gTLDs) on brand visibility in the digital landscape. A global survey of over 2,000 marketing professionals across various regions, including the United States, UK, China, and India, reveals a thrilling yet challenging viewpoint on gTLDs at a pivotal moment before the new application period in 2026.

The Growing Recognition of gTLDs

According to the survey, a staggering 92% of marketing leaders recognize the advantages that gTLDs could offer, despite a significant knowledge gap among professionals. These domain names, which appear as part of a URL—such as .charity or .website—are not just online addresses; they serve as powerful branding tools that could enhance customer trust and improve online presence. That said, 52% of respondents believe that establishing a gTLD could significantly boost their brand's online visibility.

In addition, the survey indicates that a majority of marketing professionals (54%) prioritize increasing brand awareness, suggesting that gTLDs could play an integral role in their digital strategies.

Barriers to Understanding and Implementation

However, the findings also shine a light on the challenges these marketing leaders face. Nearly one-third (32%) admitted they are unfamiliar with gTLDs, indicating a knowledge gap that potentially hinders strategic decisions regarding these domains. Concerns over costs (31%), lack of awareness (27%), and insufficient resources (24%) have been identified as hurdles for brands considering applying for their own gTLDs.

Notably, responses varied significantly by region. Nigerian (74%) and Indian (61%) marketers are particularly optimistic about the potential of gTLDs to enhance brand presence, whereas Chinese respondents show a more divided sentiment—50% see potential, but 49% regard them as an unnecessary investment with unclear ROI.

Addressing the gTLD Knowledge Gap

Theresa Swinehart, Senior Vice President of Global Domains and Strategy, highlighted the urgency for brands to leverage the upcoming opportunity for applying for gTLDs. “For the first time in over a decade, organizations have a chance to operate their own gTLD,” she stated, encouraging brands to seize the moment.

In response to the survey findings, ICANN is dedicated to bridging the knowledge gap. To facilitate this, they are introducing resources to help organizations understand how to navigate the application process effectively. This includes their Applicant Support Program, designed to offer both financial and non-financial assistance to eligible applicants.

Conclusion: A Strategic Imperative

This pivotal moment is about aligning brand strategy with the evolving digital market landscape. The potential for gTLDs to enhance brand differentiation, customer confidence, and online management cannot be overstated. As the marketing landscape continues to shift, adapting to these emerging opportunities becomes increasingly necessary. The detailed report titled "Opportunities Presented by gTLDs for Brands" provides more information for those interested in exploring this avenue further, available at ICANN’s website. As companies gear up for the application phase in 2026, now is the time to gain insights and prepare to capitalize on the vast potential gTLDs represent.