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New Survey Unveils Perspectives on gTLDs in Marketing

A new study conducted by the Internet Corporation for Assigned Names and Numbers (ICANN) unveils intriguing insights regarding the perceptions of generic Top-Level Domains (gTLDs) among marketing professionals globally. With over 2,000 marketing leaders surveyed from diverse regions including Brazil, India, and the United States, the findings shed light on the significant potential gTLDs hold in enhancing brand presence, as well as the existing challenges and knowledge gaps that hinder adoption.

Key Findings of the Survey

According to the survey, an impressive 52% of marketing professionals acknowledge that gTLDs—the suffixes appearing after the dot in a domain name—offer substantial opportunities for elevating online brand visibility. Nevertheless, a sizable portion, nearly 32%, remain unfamiliar with the concept and capabilities of gTLDs, indicating a critical knowledge gap that many companies might currently overlook.

Interestingly, while 92% of respondents recognized the possible advantages associated with adopting gTLDs, the respondents highlighted several barriers that continue to impede their implementation. The primary concerns discussed included costs (31%), knowledge gaps (27%), and insufficient resources (24%). These hurdles suggest a pressing need for greater education and resource distribution pertaining to gTLDs to foster wider acceptance and understanding within the marketing community.

Regional Perspectives

The survey results also unveil notable regional variations in the perception of gTLDs. Marketing leaders from Nigeria (74%) and India (61%) display a particularly strong belief in the potential of gTLDs for enhancing branding and online presence, contrasting sharply with the sentiments in China. In China, responses were mixed, with only 50% affirming the potential benefits while 49% regarded gTLDs as an unnecessary expense with an unclear return on investment.

The Importance of gTLDs in Modern Marketing

In the rapidly evolving digital marketing landscape, gTLDs can serve as transformative tools for companies aiming to distinguish themselves from competitors. The ability to create a unique, descriptive, and memorable online label can enhance brand identity while providing consumers with an added layer of trust regarding the security and legitimacy of a brand's digital presence.

Marketing professionals are increasingly challenged to identify appropriate target audiences and engage them effectively—a task made increasingly complex by emerging digital trends and evolving consumer preferences. Adopting a gTLD provides an opportunity for brands to assert their presence in the crowded digital marketplace and communicate their values and mission effectively.

The Path Forward with gTLDs

The upcoming round of gTLD applications is set to open in April 2026, signaling an opportune moment for brands to reconsider their online strategies. As Theresa Swinehart, Senior Vice President for Global Domains and Strategy at ICANN, emphasizes, this new gTLD program will allow organizations, communities, and other entities to craft a secure online space tailored to their specific needs and interests.

To bridge the existing knowledge gap, ICANN is developing resources aimed at guiding organizations through the gTLD application process and helping them understand the possibilities that come with acquiring a gTLD in advance of the 2026 registration phase. The organization is also offering the Applicant Support Program, which provides both financial and non-financial support to qualified applicants.

Conclusion

The findings of this survey highlight both the promise and the challenges presented by gTLDs in the arena of marketing. As organizations gear up for the new application phase, enhancing awareness and understanding of gTLDs will be crucial in enabling brands to leverage these powerful tools for improved online engagement and differentiation. For further insights, the full report titled ‘Understanding the gTLD Opportunity for Brands’ is accessible at ICANN’s official PDF repository, offering a comprehensive overview of the opportunities and implications associated with gTLDs.