The International Writers Magazine: Web Futures
Mysteries And Future Of Websites
have just completed a full circle of a hard struggle, and somehow
survived where other traditional marketing tools and old principals
failed big time. Now the same sites and domain names must face harsher
realities once again, all to ensure high visibility and exposure
they so provide.
without visibility, on e-commerce, websites are simply doomed. While
billions of web pages poised for the right match, only clashing into
billions of surfing customers are simply flooding each other. Millions
of splashy logos with billions of expensive web pages are all deeply
submerged in this ocean of e-commerce. Customers all over the world
are only amused as they watch the websites struggle to gain attention
at a zillion choices per second. Their mysterious behavior on search
engines and the role of alpha-structures of each and every domain name
is now a very big question.
Boom time, a million domain names a day were registered. Those days,
most unusual, silly and totally dysfunctional names were the sought
after icons of get-rich-quick dreamers of the exuberant populace. 99%
of such names failed. Exhausted or expired such names have now disappeared.
While ICANN and the domain registrars wonder on the disappearance of
continual registrations and renewals, the real question now is the fate
of the remaining millions of business domain names in active use on
global e-commerce today.
From its inception, when the genius founders doodled on a napkin and
came up with the big five suffixes: .com, .net, .gov, .edu, .mil, and
.org, and declared www as the one and only key to cyberspace,
changing business forever. This weird and strange thing called a domain
name costing pennies in comparison to a trademark registration, was
often left to webmasters or junior staff to play with. Today, if a domain
name issue is not being dealt at a senior boardroom level, then behold
the quick demise of that corporation; from marketing to branding and
just about everything else it does. A URL is the only key that opens
the gate to a corporation, its products, images and identities. There
is no other bypass to the URL to access a website.
As the old-fashioned print-driven advertising and branding has taken
the back seat, the marketing and survival strategies for these new cyber-branding
issues are all on the forefronts.
Five New Magical Skills Necessary For Survival
What are Alpha-Structures and why are they killing great websites? You
must be able to decipher how and why your business names are composed
and structured and only then you can achieve your marketing goal? This
process of fine tuned analysis is not a simple routine for English major
or linguists, rather a science and a fine art. Names must go through
a critical analysis under the Laws of Corporate Naming. One must determine
the size, personality, and length plus the choices of alpha character
as each emulates its own unique signals.
Are names too short or too long, do they have the right number of letters,
do they fit the personality of your company? Do your customer recognize
your desired message in that name? This skill is a must for all marketing
and branding teams, and is essential for corporate image management.
Complexities of e-commerce and massive duplication of similar and identical
names on the web have made this a tactical exercise. General branding
exercises are not naming analysis. Establish a review and get all your
names properly analyzed, this in not expensive at all compared to what
is at stake. Use professionally designed training available via webinars
and executive workshops.
What is Search-Ability and why can it keep you in oblivion?
You can check your names visibility in a second by entering it
on Google in quotes. It makes a huge difference where you
are on a search page. Are your names popping up on the first page, somewhere
after 10 pages or nowhere to be found? Study search-engine-optimization
in great detail. Its now a brand new frontier. Either your customers
can find you easily or youre simply lost. No amount of money can
create a bounce to your expensive websites or your big budget branding
in these times, except your alpha-structure of your URLs.
Only an in-depth analysis will point to the problems and show methods
to fix them.
What is Global Domainization and how do you expand your
reach? How many domain names do you have and why? The art of cyber-branding
now demands sharper skills on domain registrations and their website
Multiple domain names create multiple problems in multiple markets.
There are rules to be followed. The power of e-commerce is all hidden
in its access via URLs as there is no other way to get to a page
of your site. Great opportunities are missed by not having a sophisticated
naming system for global cyber branding.
Have a proper system in place to manage global complexity. There are
too many fancy services most are flaky, faceless and without references
yet offering strange global registrations and localization, so be aware.
What is Linguistics and why do they embarrass your international customers?
Whatever you call a name in one country can mean something entirely
different when it circumnavigates around the globe. How do you tackle
such languages issues? Acquire skills and a deeper understanding of
Even if youre a regional player, your sites are still visible
and exposed to the entire globe. Cyber branding is an extremely global
What is Mindsharing and how do you win new customers?
Mindshare is more important then marketshare. Customers must allow a
name brand to settle in their minds before they give you cash. Market
positioning is more critical then profit maximization. The human mind
is gravitated towards good names those are end-user-friendly and trustworthy.
With millions of silly and randomly structured names, the mind becomes
overly tired. So, what are good, catchy names and how do you establish
them? It becomes easy once you have the right expertise. Go online and
bring in professional webinars within your entire corporations, this
is the most cost effective way to make e-learning a possibility and
this will also bring harmony in your branding while dramatically increasing
your overall marketing performance.
Conclusion, Big branding has gone for a big sleep, no need to wake it
up. Now the most cost effective way is to handle your cyber-image using
new set of skills and new techniques to turbo-charge your overall cyber-marketing.
The future will be pretty clear when planned today.
© Naseem Javed May 11th 2004
Naseem Javed author
Naming for Power and also Domain Wars, recognized as world authority on
global Name Identities and Domain Issues, introduced The Laws of Corporate
Naming in the eighties and also founded ABC Namebank, a consultancy he
established in New York & Toronto a quarter century ago. www.abcnamebank.com
More on Branding
Branding for a Century
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