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New Research Insights on gTLDs for Marketing Leaders

A recent survey conducted by the Internet Corporation for Assigned Names and Numbers (ICANN) unveils significant insights into the perceptions and understanding of generic top-level domains (gTLDs) within the marketing sphere. The findings reveal that 92% of marketing leaders recognize the potential benefits of gTLDs in enhancing their brands' online presence; however, knowledge gaps and cost concerns hinder effective adoption.

Survey Overview

The global survey encompassed over 2,000 marketing leaders across eight nations, including Brazil, China, India, Mexico, Nigeria, South Africa, the United Kingdom, and the United States. It aimed to glean a better understanding of the evolving digital marketing landscape, especially regarding gTLDs, as ICANN prepares to open a crucial application window for new gTLDs in April 2026. This marks a pivotal opportunity for organizations to apply for their own gTLD, an option that has not been available for more than ten years.

Key Insights from the Research

The research highlighted a range of opinions about gTLDs. Of those surveyed, 52% believed that gTLDs offer strong potential to boost brand visibility. Furthermore, when asked about the benefits of gTLDs, marketing leaders cited enhanced brand differentiation, improved customer trust, better online presence control, and improved search engine optimization (SEO) as significant advantages.

Yet, the report also drew attention to a concerning trend: nearly one-third (32%) of respondents were not familiar with gTLDs, pointing to a definitive knowledge gap that many brands are facing. This suggests that many organizations could be overlooking a strategic opportunity that gTLDs present.

Barriers to Adoption

Despite the promising advantages, various barriers continue to obstruct marketing leaders from applying for gTLDs. Cost remains a primary concern, with 31% of respondents identifying it as a significant barrier. Additionally, knowledge gaps (27%) and insufficient resources (24%) were also noted as major hindrances preventing organizations from capitalizing on gTLD opportunities.

The survey results showed geographical differences in perceptions: marketing leaders in Nigeria (74%) and India (61%) displayed the most confidence in the potential of gTLDs. In contrast, responses from China were mixed; while 50% acknowledged strong potential, nearly half viewed gTLDs as an unnecessary investment with uncertain ROI.

The Case for gTLDs

As marketing leaders contend with increasing competitive pressures (53%) and the challenge of engaging the right audience (52%), gTLDs can serve as innovative tools for establishing unique online identities. By utilizing gTLDs, businesses can create distinctive domains that reflect their operations, thereby enhancing brand recognition and customer trust. This is particularly relevant in today's digital landscape, where audiences frequently question the credibility of online sources.

Theresa Swinehart, SVP of Global Domains Strategy at ICANN, emphasized the importance of gTLDs in shaping a brand's online identity. She stated, "The New gTLD Program Next Round presents an invaluable opportunity for businesses, communities, and organizations to apply for their designated space online, tailored to their specific branding needs and audience interests."

Moving Forward: Bridging the Knowledge Gap

To assist businesses in navigating the complexities surrounding gTLDs, ICANN is actively developing resources to demystify the application process and elucidate potential benefits. Furthermore, the organization offers an Applicant Support Program (ASP), which provides financial and non-financial aid to qualifying applicants.

For marketers eager to explore gTLD opportunities, ICANN's upcoming resources and the 2026 application window represent a pivotal moment in enhancing brand visibility and establishing secure online territories. Those interested can access the full report titled "Understanding the gTLD Opportunity for Brands" at ICANN's website.

Conclusion

The landscape of digital marketing is ever-evolving, and as brands strive to differentiate themselves in crowded marketplaces, understanding and utilizing gTLDs can serve as a critical strategy. Recognizing this, marketers and organizations must overcome barriers to fully embrace the potential of gTLDs in enhancing their online identity and trust.