.Cork, The Marketing Benefits of gTLD’s

Cork Independent recently announced that The Deputy Mayor of Cork is pushing for a .cork Domain to help promote local businesses and online sales.

gTDLCurrent Online spending in Ireland is a staggering 4bn a year, but the issue with this is that 75% of it goes to overseas companies and venders. Companies with .com .co.uk, and even .ie can be from abroad, where as .cork if properly regulated can be used to assure the customer the origin of the purchase and the locality of the service.

A domain such as .com is officially known as a gTLD generic Top Level Domain. As domain names have become scarce over the years,  a new way of naming domains had to be created. There are currently 22 gTLD’s such as .com .net .gov .ie .eu. ICANN’s  (The Internet Corporation for Assigned Names and Numbers) aim is to promote competition, branding, consumer choice, localisation,  Digital marketing and innovation while ensuring the security and stability  of the Domain name system (DNS) with the new plan for gTLD’s and people wanting to register a unique domain will have to go through an application process.

BlogThe application window recently opened on Jan 2012 and a total 1,930 applications for new gTLD’s have been received. By March 2013 we saw the initial results of the process and in Aug 2013 the public saw the new gTDL’s that were deemed “eligible”.

So what are the benefits of unique domains?

The .cork domain will greatly benefit local retail and web development business’s within the Cork area and it will improve on more specific search results. New gTDL’s will also offer the following benefits –

  • Entrepreneurship. Create your own business model and establish accessibility policies for your TLD. If your customers want tighter security, make your TLD a high-security zone.
  • Increased control. You set the rules and the price for those registering your TLD.
  • Innovative marketing opportunity. Build better brand definition, brand awareness, brand loyalty and trust by having full control over your own TLD.
  • Internationalised Domain Names (IDNs). Increase market reach by making the Internet completely accessible to users whose local languages use non-Latin characters.
  • Engage your community. Create a rallying point for supporters of your cause, community or culture to unite with a community-based TLD.
  • Bring together your geographic area. Celebrate your local citizens, commerce, activities, and culture with a geographic TLD.

Overall the theory of a .cork is good within itself,  but you really have to ask the questions is this just clever P.R to grab the headlines of being on the pulse of web technologies or has this been planned out and will be a serious proposition to localise, unify and benefit the people and city of Cork.

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