• What ICANN Top-Level Domains Mean to You

  By Tracy DiMarino | Posted Jun 29, 2011 | 0 Comment(s) | Filed in: Brand Marketing, Internet Marketing

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  Last week, the Internet Corporation for Assigned Names and Numbers (ICANN) approved the use of generic top-level domains (gTLDs). The result: organizations can now purchase TLDs outside the 22 suffixes historically approved for general use, such as .com, .net and .org. For example, Apple can purchase the branded .apple, or more descriptive terms, such as .computer or .phone.

  The Specifics:

  Brands and organizations can apply for gTLDs between January 12-April 12, 2012 for a fee of $185,000 per gTLD. If multiple qualified organizations apply for the same domain, then the suffix will be sold in an auctioning process to the highest bidder — so popular extensions may prove even more costly. Note that this fee is just to start the process; a yearly $25,000 fee will be applied as well.

  The application process itself is complex and includes the submission of business plans and policy documents to outline how organizations will administer URLs within their gTLD. Because of this detailed application and approval process, new gTLDs are not expected to go live until 2013.

  For more specifics on the application process, read Christina Warren’s Mashable post, “9 Things You Need to Know About ICANN’s New Top Level Domains.”

  What This Means:

  Due to the hefty fees associated with applying, it’s likely that only the top brands and government entities will be able to afford the new domain names at first, with the entertainment and financial services industries expected to be early adopters. Consider the following from Mashable:

  “… It’s important to remember that it took years for the current TLD structure to become a viable and affordable strategy for individuals and non-Fortune 100 companies … It will take time for the process and oversight aspect of the new gTLD policies to be worked out and automated. However, we expect that community-driven TLDs for things like .music, .sports and .film [will] become more available in the future.”

  For those organizations pursuing the new domains, most are doing so to create a competitive business advantage or to protect against brand infringement.

  With the addition of the new domains, cyber squatting is a threat; however, the high cost is a strong barrier to entry, and ICANN has safeguards in place to try to prevent it.

  But, this doesn’t prohibit large corporations from snatching up numerous generic domains, such as .purses, .toys, .doctor or .electronics. As described on PCMag.com, “all they [companies] need is the money and the ability to prove they deserve the right to own [it].”

  SEO expert, Danny Sullivan at SearchEngineLand, doesn’t believe the new domains will have an impact on search engine rankings.

  To Buy or Not to Buy:

  Ultimately, whether or not you should purchase a gTLD will come down to your company’s financial resources, and an evaluation of the opportunities and risks. For many small-to-midsize companies, the price tag alone will make purchasing unlikely. Others may find benefit in securing a gTLD for branding or social/marketing campaigns. 

  What are your thoughts on the new gTLDs? Are you planning on purchasing? Why or why not? Let us know in the comments section below.

  Tracy DiMarino is a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.

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  Image Credit: ivanpw

• Why to Keep Running When No One is Chasing You

  By Christina Capadona-Schmitz | Posted Jun 8, 2010 | 2 Comment(s) | Filed in: Business

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  For general health and wellness, I try to hit the pavement a few times a week for a jog. For years, minus the occasional dog walker, I was the sole runner of the neighborhood.

  Then, last week, another jogger emerged on my sidewalk path, moving at a quicker pace than I and quickly gaining on me. A new neighbor? Likely. A competitor trying to challenge my position on this sidewalk? Absolutely.

  Almost immediately I checked my own pace. As predicted, I wasn't going nearly as fast as I could. I started to run harder knowing he was gaining on me, and found the new competition exhilarating.

  I wondered...how many jogs have I taken prior to that day, where I wasn't pushing myself, reaching my potential, or even running with a purpose? More importantly, in life, how many days go by moving at a comfortable pace, without considering the impact of complacency on the mind and body?

  At work, in sports, in relationships and life overall: If you’re not being chased, trying to catch up, or highly focused on getting ahead, motivation needs to be managed as its own pursuit.

  In the Workplace

  • Does your best work come hours before a critical deadline?
  • Are policies only created when difficult situations are presented?
  • Do employees give that extra effort only when motivated by the accomplishments of their peers?
  • Do companies focus on the needs of customers today, at the expense of innovation to serve the needs of the future?

  While you’re doing your required job duties at a manageable pace, there may be another associate/colleague/competitor recognizing this, and strategically preparing themselves to challenge for position/prestige/power.

  When you live in your own world, with your own rules, and ignore what others are doing, you're setting yourself up to limit potential. A strategic, driven person can train in solidarity, but watches and waits until the best time to enter the race. Simply expecting this challenge should be enough to invigorate some extra efforts toward the goals you’ve set.

  There will always be younger, smarter, faster, wealthier. But as long as you keep showing up each day and demonstrating continual improvement, your perseverance will influence, intimidate and separate you from the pack.

  If you don’t prefer to compare yourself to others, or get caught up in a competitive race that leads to nowhere, focus on comparing yourself to the person you were yesterday, a year ago, a generation ago. What goals did you set that were accomplished? Where did you fall short? What events changed your path? Are you showing signs of the person you want to become, and the goals you want to achieve?

  The Unpaved Road

  The reason we have to keep running, even when motivation wanes, is because there's a good chance your past accomplishments have inspired others, and therefore encouraged the creation of competition. But only you know where you're headed next. The power lies in running hard, focused in a strategic direction, but with an open-ended destination.

  My high school principal, Bernie Kroviak, gave me sound advice, which I have carried with me. He said, “don’t set your career goals on the positions that currently exist, prepare and advance yourself for the positions that will exist years from now, or that you yourself will create.” My interpretation was that you can pursue specific paths and goals based on your aptitudes and interests, but make sure along the way you are developing fundamental skills that make you agile and adaptable to the changing world.

  Also, as covered in the book “The Innovators Dilemma,” by Clayton M. Christensen, those companies that only focus on the needs and wants of their customers today, and don’t drive innovation, or focus on the needs for customers of the future, will ultimately be left behind when faced with disruptive technological change.

  When self-preservation isn’t enough, and you can’t find the motivation to advance, create a need to fill in your mind. Create today, the competitor that may be years away from emerging. Create and meeet deadlines for some of the most meaningless tasks, and you’ll soon find your potential expands for accomplishing bigger things.

  Run when the sun is shining, run when it’s raining, but most of all, run like you have to.

  Whether blazing a new path, overtaking the lead dog, or avoiding the risk of losing what you started working for - find your reason each day to keep running.

  

  My favorite motivating thoughts: The Lion and the Gazelle 

  (shared via Graywolf's SEO Blog)

  Christina is an assistant vice president and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow her on Twitter: @ChristinaCS

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