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Domain Names and DigitalStrategySheila BergeronMay 7, 2013
0%10%20%30%40%50%60%70%80%caaubrcn[Q12012]defrnlnoseukuseuWORLDAVERAGEMarket Share of Major ccTLDs, 2012 (Q2)
0%10%20%30%40%50%60%70%PercentMarketShareQuartersGlobal TLD Market Share 2007-2012gTLDsccTLDs
0%10%20%30%40%50%60%70%Q22007Q32007Q42007Q12008Q22008Q32008Q42008Q12009Q22009Q32009Q42009Q12010Q22010Q32010Q42010Q12011Q22...
1425133750114114915107139726672534376500 20 40 60 80 100 120General browsing/surfingEducation (e.g. research)Entertainment...
13
14UnaidedRegistrants/Membersn=1,192Mentions of 2% or greater %NET Canadian 62It’s Canadian 12I am Canadian/live in Canada ...
Industry Changes: Current View317TotalDomains295CountryCodes(e.g. .CA)23 Generics(e.g. .COM)11 Testing
Domain Names – The Future1300Domains295CountryCode600Generic11 Testing600Brands
The Canadian Applications
New gTLDs and SEORelevance+Value+Popularity=Register the domain
Questions from the group:Determining an accredited Canadian Registrar
Questions from the group• Curious about other countries domainstrategies. In your experience, do othercountries promote th...
24
Questions from the group• What is the future of the domain nameand the .CA brand in general? Ispunctuation and misspelling...
Questions from the group• What industry sectors typically benefitmost from choosing a .CA domain?26
Questions?• If you think of a question later:– www.cira.ca– @ciranews– @ShebeAB– Sheila.bergeron@cira.ca
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA
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Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA

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Sheila Bergeron's presentation from the Ottawa Search & Digital Marketing MeetUp - May 7, 2013

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Ottawa Search & Digital Marketing Meetup - Sheila Bergeron Presentation - CIRA

  1. 1. Domain Names and DigitalStrategySheila BergeronMay 7, 2013
  2. 2. 0%10%20%30%40%50%60%70%80%caaubrcn[Q12012]defrnlnoseukuseuWORLDAVERAGEMarket Share of Major ccTLDs, 2012 (Q2)
  3. 3. 0%10%20%30%40%50%60%70%PercentMarketShareQuartersGlobal TLD Market Share 2007-2012gTLDsccTLDs
  4. 4. 0%10%20%30%40%50%60%70%Q22007Q32007Q42007Q12008Q22008Q32008Q42008Q12009Q22009Q32009Q42009Q12010Q22010Q32010Q42010Q12011Q22011Q32011Q42011Q12012Q22012Canadian TLD Market Share Q2 2007 - Q2 2012ca Market Share com Market Share net Market Share org Market Share info Market Share biz Market Share
  5. 5. 1425133750114114915107139726672534376500 20 40 60 80 100 120General browsing/surfingEducation (e.g. research)EntertainmentNews/Current eventsBankingDownloading (e.g. music, movies, games, files, etc.)ShoppingPrefer .caPrefer .comIt doesnt matter
  6. 6. 13
  7. 7. 14UnaidedRegistrants/Membersn=1,192Mentions of 2% or greater %NET Canadian 62It’s Canadian 12I am Canadian/live in Canada 10Canadian recognition/presence/Identity 17Pride in Canada/Pride in being Canadian 4Shows what your location is 4It’s for a Canadian business/company/organization 17Prefer Canadian market 6It’s for use by Canadians 7Local/Local audience/Local reference 4It was available 8.com was taken 11Publicity/Promotion 3Easy/convenient/simple 1Trademark protection 7Advised from provider/always recommend .CA 1Registered both .CA and .com 5Easier to find 3Preference/wanted .CA 2It made sense/thought it would be better 4Security reasons/More trustworthy 2
  8. 8. Industry Changes: Current View317TotalDomains295CountryCodes(e.g. .CA)23 Generics(e.g. .COM)11 Testing
  9. 9. Domain Names – The Future1300Domains295CountryCode600Generic11 Testing600Brands
  10. 10. The Canadian Applications
  11. 11. New gTLDs and SEORelevance+Value+Popularity=Register the domain
  12. 12. Questions from the group:Determining an accredited Canadian Registrar
  13. 13. Questions from the group• Curious about other countries domainstrategies. In your experience, do othercountries promote their domains asmuch as Canada does? Is there a CIRA-type body in every country? Is our drivefor .CA partly a feature of the US .COMlandscape?23
  14. 14. 24
  15. 15. Questions from the group• What is the future of the domain nameand the .CA brand in general? Ispunctuation and misspellings the onlyway to secure a new brand these days?25
  16. 16. Questions from the group• What industry sectors typically benefitmost from choosing a .CA domain?26
  17. 17. Questions?• If you think of a question later:– www.cira.ca– @ciranews– @ShebeAB– Sheila.bergeron@cira.ca

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