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Domain as a vehicle for a marketing message? Why not!
First a common knowledge – one variable in the success of marketing messages is how much they can differentiate from competing messages in terms of form or content. The increased attention generated by differentiation converts either to better brand awareness, more purchases, or to any values targeted by the marketer.
Of course, it is necessary to consider the
financial rationale behind this attempt to differentiate – ideally,
the cost could be as low as possible and the attention as high as
possible. However, sometimes such attention can be gained when
messages are transmitted in a new way, and the jackpot is won by
whoever comes out with a novel solution first.
Over time,
there have been various short forms of text messages – telegram,
pager, SMS, then Twitter and the many more. However, one obvious
thing has been overlooked in this increasingly digital world – also
domains could be the media for messages.
These can also be considered as a short form for message
delivery and bear in mind, that the maximum length of a single domain
message is up to 63 characters, plus a period and EE.
How
to deliver message with a domain? For example, you can create a
number of long domains and direct them from one to another so that
the domains make up something with a larger meaning. Or, create one
giant URL and ask customers to type it into the browser.
That
is exactly what did Miller, the US brewery, who created a
62-character domain with an additional 836-character URL referring to
the unique news. And to create a sense of want, the 5,000 first ones
who typed the domain into the browser (read: or copied?) got an $8
voucher from Miller.
And what is the big plus for such a
domain-as-message campaign? Firstly, it is novel, which is why there
is potential for differentiation. Secondly, domains are very
affordable in terms of marketing costs, and thirdly, traffic reaching
the domain is also very measurable.
So, if you plan to
choose a national domain or ee-ending addresses as the “body” of
your marketing messages, order them from our accredited registrars,
and best of luck!
PS. Who wants to see how long is this
836-character domain, can watch it from the video:
.EE domain auction campaign received a prestigious advertising award
The Estonian Internet Foundation .ee domain auction campaign was recently awarded with a Silver Egg advertising award. The campaign caught the jury's eye with its outstanding copy and bold messages and therefore became nationally recognized.
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Newly appointed members to the Council of the Estonian Internet Foundation
On the basis of the directive of the Minister of Economy and Technology, two new members were appointed to the Estonian Internet Foundation Council – Toomas Vaks and Erik Janson.
2024 brought surprising trends to the .ee domain names
The beginning of the year has brought new and, in some ways, interesting trends to the .ee domain names. We are happy to share that the year-over-year growth of the .ee domain as of the end of the first quarter is 6.1% and the total number of registrations was 9 513. Let's look deeper into the words used the most during the first quarter of 2024.