Unlocking Branding Potential: ICANN Highlights gTLDs in Marketing Strategy
The Internet Corporation for Assigned Names and Numbers (ICANN) has unveiled a compelling insight: 52% of marketing leaders harbor a belief in the significant potential of generic top-level domains (gTLDs) to amplify brand presence online. Yet, a noticeable knowledge gap is hindering many brands from seizing these invaluable opportunities.
Understanding the Research Landscape
A Global Perspective
In a recent study, over 2,000 marketing leaders from eight countries—Brazil, China, India, Mexico, Nigeria, South Africa, the U.K., and the U.S.—were surveyed to gauge their awareness and perceptions of gTLDs. This initiative aims to illustrate the evolving digital marketing landscape and the role gTLDs can play in brand visibility.
The gTLD Opportunity: What’s at Stake?
ICANN is on the brink of opening the next application window for new gTLDs in April 2026—the New gTLD Programme: Next Round—marking the first chance in over a decade for organizations to apply for their own gTLD.
What Are gTLDs?
gTLDs are the distinctive letters following the dot in a web address (think .charity, .menu, .paris, and .ceo). Organizations can leverage gTLDs not just as web addresses but as strategic branding tools to define their online identity and mission.
Bridging the Knowledge Gap
While 54% of marketing leaders prioritize increasing brand awareness and visibility, a startling 32% admit they are unfamiliar with gTLDs. This gap indicates that the strategic opportunity presented by a new gTLD is going unnoticed by many enterprises.
The Perceived Benefits
The research revealed enlightening insights: once a gTLD is defined, a remarkable 92% of marketing leaders recognize its potential benefits. Among these, the top cited advantages include:
- Enhanced brand differentiation (46%)
- Improved customer trust (45%)
- Better control over online presence (44%)
- Improved SEO (44%)
Challenges Faced by Marketing Leaders
Despite the potential, barriers abound. The study identified three main obstacles hindering gTLD applications among organizations:
- Cost Concerns (31%)
- Knowledge Gaps (27%)
- Insufficient Resources (24%)
Regional Insights
Interestingly, attitudes towards gTLDs vary widely across regions. In Nigeria, a striking 74% of marketing leaders believe in gTLDs’ branding potential, while 61% in India share similar sentiments. Conversely, marketers in China display mixed feelings; while 50% see potential benefits, 49% view gTLDs as a dubious investment with unclear returns on investment.
Navigating the Digital Landscape
Today’s marketing leaders are wrestling with an array of challenges, including:
- Standing out from competitors (53%)
- Attracting and engaging the right audience (52%)
- Keeping pace with rapid digital trends (47%)
In this fiercely competitive environment, a gTLD can serve as a groundbreaking tool for commerce and communication, offering businesses the ability to craft exclusive, descriptive, and memorable identities on the Internet.
A Call to Action
Theresa Swinehart, ICANN’s SVP of Global Domains & Strategy, emphasized: “The New gTLD Program: Next Round presents a unique opportunity for businesses, communities, and governments to create their own secure online spaces, tailored to reflect their unique cultures, languages, and customer interests. Now is the time for brands to consider applying for a gTLD. This study highlights the pressing need for increased awareness, and ICANN is committed to assisting organizations in navigating this landscape.”
In a digital age where familiarity with tools can drive success, awareness is paramount. Don’t let the opportunity to establish your unique online identity slip through your fingers. Stay informed, embrace the potential of gTLDs, and elevate your brand to new heights.
For further information on gTLDs and how they can transform your branding strategy, visit ICANN’s official site.
