New Balance of Marketing Power
Traditionally registries have marketed to the registrar channel, hoping that the marketing will eventually trickle down to the intended audience, said Architelos CEO Alexa Raad. This has led some TLDs to confuse their channel with their customers and forfeit control of their message and effectiveness. “With new TLDs ranging from brands and industry descriptors to city names and non-profit organizations, registries will need to take greater control of their marketing and move far beyond a simple channel promotion approach,” Raad said. “Velocity will shift the balance of marketing power and enable direct, sustainable and higher value customer relationships.”
The success of more descriptive and branded TLDs will not be judged by the quantity of domain names sold, but rather by the economic value delivered, regardless of domain name volumes. Architelos is introducing Velocity to help new and existing TLD registries retain greater marketing control and provide valued services to domain names they serve.
Velocity Returns Marketing Power to Registries
Velocity encompasses a range of marketing services based on the experiences of Architelos executives who have launched a TLD, managed a registry, developed new TLD business models, created sophisticated domain technologies and deployed and evaluated many TLD marketing programs, as well as the experience of Thom Kennon, executive vice president, digital brand strategies, and widely regarded as a leading “post-digital” strategist. He is directing the Velocity service.
Kennon said Velocity by Architelos is grounded on a set of proven behavioral marketing tools and methodologies fueled by innovative human research techniques. “Velocity will include ‘listening-based marketing’ that is invigorated by social media and ‘big data marketing’ that creates more accurate predictions and more valuable insights,” Kennon said.
According to Kennon, the payoff for TLDs is potentially huge. “If you think about the actual value of a long-term customer relationship a registrant could have directly with a registry, it changes the business model. Instead of surrendering margin to the channel, the TLD realizes a customer life-time profitability unimaginable in the old marketing model.”
Velocity Built by Digital Marketing Experts
Among the Architelos Velocity services, which are tailored to each TLD’s specific marketing challenges, are:
- Brand identity development and brand rejuvenation
- Audience identification and profiling
- Positioning vis-à-vis the industry and competitors
- Digital and other non-traditional strategic marketing plans, benchmarks and activation
- Go-to-market support and continual optimization
- Message development
“There is a shortage of experienced domain name marketers,” Kennon said. “Fortunately, Architelos executives have such first-hand experience.”
“Velocity isn’t about theory or models” he added. “It’s about real programs put into action to attract and keep registrants in the increasingly chaotic world of domains.”
This Architelos news release was sourced from: