Marketing and advertising agencies looking to strengthen campaigns might pay just about any price for a solid domain name if it means building a better relationship with consumers.
Companies can build the greatest campaign in the world, but if no one identifies the Web site domain name with the brand, even the most expensive names become useless. Direct navigation, where people open a browser, type in a name and expect to find the correct Web site and content, remains the No. 1 Web navigation technique.
That's why when typing in Vodka.com into a Web browser consumers can expect to find drink recipes and information on vodka makers. Vodka.com sold for $3 million, but not all domain names sell for that much. In fact, the average name sells for several thousand, according to Jeremiah Johnston, chief operating officer at Sedo, a trading platform for online domain names and Web sites.
"The company bought the site to start to build a relationship with consumers in America," he says. "The only way you can do that if the customer comes back to your Web site by building on the TV or radio campaign."
Companies can build the greatest campaign in the world, but if no one identifies the Web site domain name with the brand, even the most expensive names become useless. Direct navigation, where people open a browser, type in a name and expect to find the correct Web site and content, remains the No. 1 Web navigation technique.
That's why when typing in Vodka.com into a Web browser consumers can expect to find drink recipes and information on vodka makers. Vodka.com sold for $3 million, but not all domain names sell for that much. In fact, the average name sells for several thousand, according to Jeremiah Johnston, chief operating officer at Sedo, a trading platform for online domain names and Web sites.
"The company bought the site to start to build a relationship with consumers in America," he says. "The only way you can do that if the customer comes back to your Web site by building on the TV or radio campaign."
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