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The Future
Today nearly every major company has
discovered the power of owning a
meaningful domain name. IAC acquired
Hotels.com, Johnson and Johnson has
developed Baby.com. AOL has used
Love.com to drive traffic to its
network. Individual entrepreneurs
have plans to build small sites such as Candy.us into real businesses.
Corporations large and small have
discovered and embraced the power of
mastering their own destiny and
becoming their own Google or Yahoo
with a category specific domain
name.
Your domain name represents the
first and most important step you
will ever take on the Web. In the
future, we can be assured of a few
things: The best concepts in the
World will be useless if the people
you are trying to reach do not know
what to call you and cannot remember
where to find you. When you purchase
a great domain name you own the
brand category that the name
describes. You become that brand,
product or service in the hearts and
minds of people everywhere. It is
very difficult to change human
behavior and a meaningful domain
name reinforces behavior people have
adopted since the beginning of
Marketing. Domain names are the
backbone of electronic mail and
unrestricted communication online,
no private email can be sent without
a domain name. Your email address
says a lot about your business and
sets an expectation for the quality
of product/service people expect to
find. A better name is like a more
permanent storefront online. It adds
credibility to your product or
service.
The most important lesson regarding
the future of domain names can be
learned from the past. Since the
dawn of the commercial Internet,
since Netscape 1.0 and Mosaic
(before the Internet Explorer
browser), nothing has unseated the
utility of a domain name. Domain
Names are more useful, important and
significant today than they have
ever been. Nothing happens on the
Internet without a Domain Name. In
the future, xBrain Media will continue to
execute its strategy of trying to
acquire the best names on the Web
for its portfolio. |
