ctrl+f5, ahmedabad 2017: crystal peterson - the evolution of naming
TRANSCRIPT
The Evolution of
Naming
ctrl+f5
HELLO!
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Manage Almost 7 Billion Physical And Virtual Addresses
Enable 6 Billion Daily Text Messages
Manage 6.4 million Domain Names
Resolve over 13 Billion Daily DNS Queries
Enable 4 Billion Daily Phone Calls
Geo Locate nearly 2.8 Billion IP Addresses
Enable 5 Billion Daily Internet Location Searches
Answer 2 Billion Daily Customer Client Queries
Ensuring a Stringent Privacy by Design Philosophy
to Protect Your Customers
PROVEN LEADER IN THE INDUSTRY
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1.6K Employees 14k Customers
NYSE: NSR
$1.2Bill Rev
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Registry Services
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Corporate Partners & Clients
It all starts with your name…
….your domain name.
©2016 Neustar Inc. All Rights Reserved 8
1985: THE FIRST .COM DOMAIN
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1995: DOMAIN NAME REGISTRATION IS NO LONGER FREE
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1998: PRIVATIZATION OF THE DNS AND ICANN
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2000: NEW GTLD DOMAINS ARE APPROVED
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2007: VACATIONRENTALS.COM SELLS FOR $35MILLION
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2013: INTERNET RUNS OUT OF FOUR LETTER .COM-DOMAINS
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2014 : MORE THAN 100 NEW GENERIC TOP-LEVEL DOMAINS ADDED
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329M
Source: Verisign Domain Name Brief, nTLDStats (March 2017)
Domain Names Globally
28MNew gTLDs Globally
6.8%21M Increase over Q4-2015
GLOBAL DOMAIN REGISTRATIONS
©2016 Neustar Inc. All Rights Reserved 17
“In the new era of the Internet … short
and memorable web addresses are
critical for capturing the attention of
mobile and socially connected Internet
users…”
PATRICK BYRNE, CEO,
OVERSTOCK.COM
“dot-COM” is not a
generic term.
©2016 Neustar Inc. All Rights Reserved 19
BRANDS AS GENERIC NAMES
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Copyright © 2016 Neustar, Inc. All Rights Reserved 24
Domain Names as
online channels.
©2016 Neustar Inc. All Rights Reserved 25
SLASH WAS COOL…
SLASH WAS COOL…
CREATE WEB CHANNELS & MARKETING DOORWAYS
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“TRASH THE SLASH” IN YOUR MARKETING CAMPAIGNS
• With 1,000+ new domain extensions launched – there are now
domain name options to help drive traffic to your website
• Using domain names as marketing channels helps you and your
customers gain insights into user traffic along with website
analytics tools
• Domain Names can be used as short, memorable marketing tools
for campaigns and collateral
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Nike Stores (long unmemorable URL for a campaign)
http://www.nike.com/us/en_us/sl/store-locator
http://nike.store
“YOURBUSINESS.COM” DOMAIN CHANNELS
“YourBusiness.com” has been in business for
the past 10 years. Not only does
YourBusiness have a local, loyal customer
base – they are also growing outside of in
other countries like Germany, United Kingdom
and the USA and planning marketing
campaigns and creating content to gain more
customers in those regions.
EXAMPLEHow can we help “YourBusiness” drive,
measure and create memorable
marketing campaigns for their traffic
via domain names?
YOURBUSINESS.COM DOMAIN CHANNELS
Yo
urB
usin
ess.c
om YourBusiness.co
YourBusiness.us
YourBusiness.de
YourBusiness.co.uk
Marketing Channels
YourBusiness.club
YourBusiness.org
YB.media
YourBusiness.blog
YourBusiness.tube
LINK A GLOBAL MARKETING PLAN & NETWORK THROUGH DOMAINS
CHALLENGES & ISSUES?
Keeping up to date
Universal Acceptance (usag.tech)
Domain Name Association (thedna.org)
ICANN (icann.org)
Copyright © 2016 Neustar, Inc. All Rights Reserved 33
Get found in today’s
crowed online
landscape.
85% of Consumers
search for local business
online – 2014 comScore Local Search Study
CONTENT IS KING
Modern SEO is all about crafting content so
compelling that other people want to promote it by
linking to it or sharing it, which increases your trust
and authority and helps the pages you want to rank
well for certain keywords.
Domain names are not a fad.09.01.2016
©2016 Neustar Inc. All Rights Reserved 37
30 YEARS – WE STILL HAVE A LOT TO LEARN!
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IT ALL STARTS WITH A DOMAIN NAME…
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