One of the big shifts in marketing recently has been towards inbound marketing. Inbound marketing centers around getting found by customers whereas outbound marketing involves directly seeking out customers via direct sales and paid advertisements.
The reason for this shift is that people get bombarded by advertisements and direct sales methods which are having a lesser effect than they used to. With inbound marketing, potential clients themselves proactively read or seek out whatever it is that ultimately leads back to your company. They either find it themselves or their contacts share it with them. Read the rest of this entry »
The NFL Super Bowl is back, and so are the commercials. The Super Bowl represents one of the most lucrative advertising opportunities for both companies and the television networks that air it. In fact, NBC is now charging an average of $3.5 million for each 30 second spot.
Yes, for more than what SalesForce paid for the domain Social.com, you can get a whopping 30 seconds of airtime during the Super Bowl. It may seem like a ridiculous price to pay, but the Super Bowl is seen the world over, and thanks primarily to companies going all-out for their Super Bowl commercials, it has become an event where people actually look forward to seeing the commercials. Read the rest of this entry »
In a previous article, I proclaim that short brandable domains make stronger brands than generic domains. I’ve had a couple people ask me since then why generic domains sell for more if that’s the case.
Before I answer that, I would like to point out that there are some high brandable domain sales. Facebook for instance put forth $8.5 million to secure FB.com, and it wasn’t even their primary brand domain. Apple.com paid $4.5 million for iCloud.com, a product/service brand they were still developing. That said, it is true that top-tier generic domains make up a vast majority of the top domain sales. Read the rest of this entry »
If you ever look at Alexa top sites (or simply stop and think about the most major online brands), you’d notice a trend. Among the top brands, you’ll find nearly every form of short brandable domain imaginable, and very few generic domains.
For instance, if you look at Alexa top sites, the closest to a generic domain that you might come across in top rankings are Blogger.com at rank 44, Ask.com at rank 52 and About.com at rank 67. While those are close to being generic, they aren’t quite 100% generic for what is on them. The first true generic you’ll reach is Weather.com at rank 115. Read the rest of this entry »
I saw an article earlier today that made me laugh and then along with another article inspired this topic. The title of the first article is probably enough to get my point across: LinkedIn Opens DataFu: A Library for Working with Hadoop and Pig.
Now let’s just say Joe Blow was in a coma for 8 years, came out of it and saw this article title. What would he think these companies/services do? He probably wouldn’t come up with anything anywhere close to what they actually do (except maybe LinkedIn obviously). Names like DataFu, Hadoop and Pig do not sound like enterprise service-related brands (“working with Hadoop and Pig” almost makes those sound like people’s nicknames!). That’s however what they are.
Later in the day, I saw the article Enterprise Data Software Company Splunk Files For $125M IPO. At that point, it seemed evident that something was going on. These cutesy names that have generally been used for social media or non-business apps are now finding their way into the business realm.
These kinds of names are likely seeing popularity based on their memorability and ability to become “household names”, even if they aren’t targeting the “household”. The easier it is for a service to be remembered and spread through word of mouth the better. I believe an additional reason for getting these names may be the intrigue they give.
I had heard of Hadoop before and had looked up to see more information about it. Admittedly I’ve managed to stave off looking up what exactly “Pig” does until right now. What is Apache Pig?
Apache Pig is a platform for analyzing large data sets that consists of a high-level language for expressing data analysis programs, coupled with infrastructure for evaluating these programs. The salient property of Pig programs is that their structure is amenable to substantial parallelization, which in turns enables them to handle very large data sets.
Yikes! Simple name, not a simple service. I think that may be a theme moving forward for a lot more of these kinds of services. Having said that, the use of “Splunk” for an enterprise-targeted business mystifies me, yet it seems to be working for them.
Is this a good idea? I’m not too sure yet. Granted Hadoop and Pig are product names which is somewhat different than Splunk, an actual company’s name, but overall this seemed like a strange enough trend to blog about.
Will it spread into other areas? Will we see ultra serious areas like law and financial services start using names like Swoosh and Cow? Only time will tell. But one thing is for sure: Short brandable domains are quite popular these days.
We’ve gone over the different styles of business brand domains in the past: purely brandable, purely generic, and brandable generic. The first step to finding the right domain for your site is to determine which style of name to go with.
Each of them have benefits and drawbacks, so how can you figure out which style to use for your site? Read the rest of this entry »
Marketing minds everywhere are always trying to come up with the new “edge”. Sometimes simple tactics can make huge gains in marketing efforts and it’s all about discovering those tactics. One tactic that has been used by many huge companies but is never focused on much is the brandable phrase domain.