2 responses

  1. Todd Hansen
    January 24, 2016

    I don’t think registering all those obscure TLDs is really necessary unless your brand is massive. .com, .net, .org, .us if you want. Maybe .info too. You’re gonna spend thousands or tens of thousands of dollars on useless domain names if you think you need to register all those TLDs.

    • Larry Aronson
      January 25, 2016

      Thanks for your comment Todd.

      To be clear, I don’t advocate buying domain names for defensive reasons. I think it’s a bad practice and, as you point out, can be expensive. There are other ways to deal with competitors and detractors who operate domains and websites that infringe on your intellectual property: calling them out on social media, for example.

      OTOH, I think marketers should keep a small portfolio of additional domain names to support future marketing plans and test their relative effectiveness in driving traffic. Scheduling a yearly review of your domains and other IP assets is a good practice.

      Larry

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