Super Show - Driving Traffic with Domain Names


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Super Show - Driving Traffic with Domain Names

  1. 1. Driving Traffic With Domains John Mauriello, Domain Brokerage and Acquisitions [email_address]
  2. 2. State of the Domain Industry <ul><li>*Domain registrations continue to grow </li></ul><ul><ul><li>2009 had 15% growth rate to 192 million total domains registered worldwide </li></ul></ul><ul><ul><li>2009 ccTLDs had 19% growth rate to 78.6 million total registrations </li></ul></ul><ul><ul><li>Ranked by size: .com, .cn, .de, .net, .uk, .org, .info, .eu, and .biz </li></ul></ul><ul><li>Upward trend in market is fueled by both economic turmoil and growth </li></ul><ul><li>Growth is both vertical and horizontal - ??? </li></ul>*Source: VeriSign, State of the Industry 2010
  3. 3. Moniker <ul><li>Pioneer in the domain industry since its founding in 1995, top 10 ICANN accredited registrar </li></ul><ul><ul><li>Over 4.2M domains under management under the Oversee family of 117 registrars </li></ul></ul><ul><ul><li>Serving 75% of the world’s top domain investors </li></ul></ul><ul><ul><li>First to offer portfolio and domain-level security against unauthorized transfers . FORT KNOX </li></ul></ul><ul><ul><li>First to offer brokered domain name sales, stealth acquisitions, escrow, and appraisal services. Can Escrow in LONDON </li></ul></ul><ul><ul><ul><li>Sold the first-ever $1 million domain – in 99 for $9.5M highest cash priced domain in history, 1.2 M and 5.5 M (In Process) Highest domain sales average - $21,450/sale </li></ul></ul></ul><ul><ul><li>Clients include: Major League Baseball, NHL, Lions Gate Films, Incisivemedia/Jupitermedia, Marchex,, AOL, Microsoft, and many of the leading gaming companies . </li></ul></ul>
  4. 4. SnapNames <ul><li>Pioneered the commercial market for expiring/deleting domains and now offering privately held domains </li></ul><ul><ul><li>Daily access to exclusive expiring domains </li></ul></ul><ul><ul><li>700 domain auction sales per day – most in industry </li></ul></ul><ul><ul><li>Highest chance to acquire a deleting domain </li></ul></ul><ul><ul><li>Monthly Showcase auctions featuring hand-selected domains </li></ul></ul><ul><ul><li>Technology powers Moniker Premium Live and Extended Auctions </li></ul></ul><ul><ul><li>Over 150k registered buyers and sellers worldwide </li></ul></ul><ul><ul><li>Over 2M domains listed daily and over 1000 sold/day </li></ul></ul>
  5. 5. Why domains, here’s one reason… <ul><li>&quot;Direct navigation is the largest untapped market for paid search advertisers and agencies. With Google having increasingly become a gateway to the Internet and a navigation tool, Internet users have become accustomed to typing domain names into the address bar, creating a new source of traffic for marketers.&quot; </li></ul><ul><li>Direct Navigation Maximizing Traffic to Drive ROI </li></ul><ul><li>JupiterResearch, June 18, 2007, Pub ID: JUPT1601189 </li></ul><ul><li>Kevin Heisler </li></ul>
  6. 6. Domains As An Asset <ul><li>Domains are appreciable assets that are revenue producing in many ways and collectable </li></ul><ul><li>Each domain is unique – every business needs at least one…Virtual Real-estate </li></ul><ul><li>It’s all about location-location-location for attracting and retaining traffic </li></ul><ul><li>Inherent ability to Attract Traffic </li></ul>
  7. 7. Results Driven Marketing <ul><li>Drive Targeted Traffic – Natural Type ins </li></ul><ul><li>Win Competitive Advantage </li></ul><ul><li>Gain Market Share – Lead Gen </li></ul><ul><li>Reduce Cost – Save on Keyword spend CPC/PPC – Generic domains generally have higher conversion rates then brands. </li></ul><ul><li>Strategic Registration and Acquisition </li></ul>
  8. 8. Drive Targeted Traffic <ul><li>Acquire keyword domains that mirror how your target segment is researching </li></ul><ul><li>Understand and leverage your customers behavior … be where your customers are to create awareness … </li></ul>The World in 2010, The Economist: The real commercial power of online shopping lies not in transactions but information gathering, Store sales influenced by online research will be three times greater than e-commerce purchases, says eMarketer.
  9. 9. Win Competitive Advantage <ul><li>Register /purchase your brand & products names in gTLDs & relevant ccTLDS incl. typos --- or your competitors may block you! ( defensive registrations ) </li></ul><ul><li>Enhances SERP and SEM ad’s. Generic category killer domains for better PPC & Google Exact Match SEO booster </li></ul>
  10. 10. Gain Market Share <ul><li>Maximize your spend. Build synergistic campaigns that integrate your online and off-line marketing and channels </li></ul><ul><ul><li>Simple redirects to main site: </li></ul></ul><ul><ul><ul><ul><li> = </li></ul></ul></ul></ul><ul><ul><ul><ul><li> = </li></ul></ul></ul></ul><ul><ul><ul><ul><li> = </li></ul></ul></ul></ul><ul><ul><li>Information portals supporting brand goals </li></ul></ul><ul><ul><ul><ul><li> = Johnson & Johnson </li></ul></ul></ul></ul><ul><ul><ul><ul><li> = GlaxoSmithKlein </li></ul></ul></ul></ul><ul><ul><ul><ul><li> = Bayer </li></ul></ul></ul></ul>
  11. 11. Acquiring Domains <ul><li>Registration – most single-word and two-word premium domains are gone except in new TLDs </li></ul><ul><li>Aftermarket is new primary market </li></ul><ul><ul><li>Backorder/Expired Drop domain services </li></ul></ul><ul><ul><li>Live Domain Auctions-buy in stealth </li></ul></ul><ul><ul><li>Online Sales Platforms -buy in stealth </li></ul></ul><ul><ul><ul><li>Auctions, Buy-It-Now, and Make Offer listing services </li></ul></ul></ul><ul><ul><li>Private brokerage and stealth acquisitions </li></ul></ul>
  12. 12. The Power of Keyword Domains <ul><li>Calvin Klein –, </li></ul><ul><li>State Farm Insurance – </li></ul><ul><li>Sun Microsystems –, </li></ul><ul><li>T-Mobile – </li></ul><ul><li>Toys-R-Us – </li></ul><ul><li>Travelocity – </li></ul><ul><li>Unilever –, </li></ul><ul><li>Weather Channel – </li></ul><ul><li>Wedding Channel – </li></ul><ul><li>CitiBank – </li></ul><ul><li>Xerox –, </li></ul><ul><li>Zappos – </li></ul>
  13. 13. Domain Resources <ul><li>Domain Research </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Keyword Research </li></ul><ul><ul><li> and </li></ul></ul><ul><ul><li>Yahoo - </li></ul></ul><ul><ul><li>Bing </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  14. 14. Domain Resources <ul><li>Blogs and News </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Appraisals and Sales </li></ul><ul><ul><li> – expert human appraisals </li></ul></ul><ul><ul><li> – free sales history </li></ul></ul><ul><ul><li> – free automated appraisal </li></ul></ul><ul><li>Podcasts and Radio </li></ul><ul><ul><li> – weekly podcast and broadcast </li></ul></ul>
  15. 15. Domain Resources <ul><li>Registrars </li></ul><ul><ul><li> – top 10 registrar </li></ul></ul><ul><ul><li> – top 10 registrar </li></ul></ul><ul><li>Aftermarkets </li></ul><ul><ul><li> – expiring/deleting auction, private sellers and listing service </li></ul></ul><ul><ul><li> – premium auctions and private brokerage </li></ul></ul><ul><ul><li> – private sellers and listing service </li></ul></ul><ul><ul><li> and – private sellers and listing service </li></ul></ul>
  16. 16. Domain Resources <ul><li>Parking </li></ul><ul><ul><li>DomainSponsor </li></ul></ul><ul><ul><li>Sedo </li></ul></ul><ul><ul><li>TrafficZ </li></ul></ul><ul><li>Conferences </li></ul><ul><ul><li>DomainFEST Global </li></ul></ul><ul><ul><li>Domain Round Table </li></ul></ul><ul><ul><li>ITNA </li></ul></ul><ul><ul><li>TRAFFIC </li></ul></ul>
  17. 17. Driving Traffic With Domains John Mauriello, Domain Brokerage and Acquisitions [email_address]