Global Survey Finds Marketers See gTLDs as Branding Boost
A recent survey conducted by ICANN on a global scale has shed light on the perceptions of marketing leaders regarding generic top-level domains (gTLDs). The findings reveal a widespread belief among these professionals that gTLDs hold significant potential for enhancing branding efforts. Despite this optimistic outlook, the survey also highlights existing barriers such as awareness gaps and cost considerations that must be addressed before the next application round in 2026.
One of the key takeaways from the survey is the overwhelmingly positive attitude towards gTLDs as a branding tool. Marketing leaders across various industries see these domain extensions as a unique opportunity to differentiate their brands in a crowded online landscape. By using gTLDs that align closely with their brand names or offerings, companies can enhance brand recall and establish a more memorable online presence.
Furthermore, gTLDs are perceived as a way to signal credibility and authority in specific industry sectors. For example, a financial services firm using a .finance gTLD may convey a sense of professionalism and specialization to its target audience. This strategic use of gTLDs can help companies build trust with consumers and stand out as industry leaders in their respective fields.
Despite the clear benefits of gTLDs for branding purposes, the survey also uncovers some challenges that marketers face in adopting these domain extensions. One significant barrier is the lack of awareness among businesses about the potential advantages of gTLDs. Many companies may not fully understand how gTLDs can support their branding goals or differentiate them from competitors. Addressing this knowledge gap through education and case studies can help more businesses leverage the power of gTLDs effectively.
Cost is another factor that influences marketers’ decisions regarding gTLD adoption. Acquiring and maintaining a gTLD can involve substantial expenses, especially for small and medium-sized enterprises with limited marketing budgets. As such, finding cost-effective solutions for gTLD management and registration will be crucial in encouraging broader adoption of these domain extensions among businesses of all sizes.
Looking ahead to the next gTLD application round in 2026, it is clear that there is a growing interest in leveraging gTLDs for branding purposes. To capitalize on this momentum, industry stakeholders, including ICANN, registries, registrars, and marketing agencies, will need to work together to address the barriers identified in the survey. By raising awareness, providing support for gTLD implementation, and offering cost-efficient solutions, the industry can unlock the full branding potential of gTLDs for businesses worldwide.
In conclusion, the ICANN survey findings highlight the positive perception of gTLDs among marketing leaders as a valuable branding asset. While challenges such as awareness and cost barriers exist, the overall sentiment is one of optimism regarding the role of gTLDs in shaping the future of online branding. By addressing these barriers proactively and collaborating on solutions, the industry can pave the way for a more gTLD-friendly digital marketing landscape in the years to come.
gTLDs, branding, marketing, ICANN, survey