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choosing the right domain name: a marketing perspective

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Why a book on domain names? As the author readily admits, it's hardly rocket science. Choosing a domain name requires no more than a little knowledge and a liberal dose of common sense. But then the same can be said of nearly all aspects of business - and plenty of people make a mess of business.

book cover: choosing the right domain name

Perhaps choosing a domain name is perceived as being so simple that no one else has seen fit to write about it - try finding the subject in any of the e-marketing books that are available.

And yet getting the right domain name is basic to any marketing strategy. If, as the experts say, a website's front page is the prime real estate of the Internet - then the domain name is that property's address.

That is why a book that offers instruction and advice on selecting a domain name is needed.

Whether you read it cover to cover or dip in from time to time for specific advice, this book will help you get the right domain name - for whatever purpose you intend to use it.

The book's introduction says:

WHY IS THE RIGHT DOMAIN NAME SO IMPORTANT?

My mum always told me that first impressions are lasting impressions. And she was right. In the click-away-in-an-instant world of the Internet, however, first impressions are more than lasting. They are critical.

For the potential customer, the first reference they have to an organization's online presence is its domain name. And its domain name may influence how a potential customer perceives that organization. That is: poor domain name = poor company, good domain name = good company to do business with. OK, so this might not be absolute - but given that a domain name costs so little, why not indulge customers' perceptions?

why you should listen to me

Choosing an effective domain name is a crucial decision for any organization - and it is a marketing decision. It is not a decision be taken by members of staff who do not fully appreciate the value of a good domain name - or the shortcomings of a bad one.

A popular description of a domain name is that it is the organization's address on the Internet. Well, if you were a physician, would you rather ply your trade from: 1 Harley Street, London, or: flat 4B, (above the tattoo parlor) High St, Anytown? The answer is, of course, Harley Street. More importantly, if you were looking for a doctor, wouldn't you choose the one in Harley Street? The truth is that this is nonsense. Why should a doctor in Harley Street be better than one based in a provincial town? And why should an organization with a good address be any better than an organization with a poor address? quote from the book's preface Surely it is the quality of the product or service that is important, not the supplier's address? But that's human nature for you, we are not always rational in our buying decision making. Offline, of course, that Harley Street address - or one like it - will cost you a small fortune. Online, the right domain name will cost you no more than a basic first aid kit.

To have a website, the organization must have a domain name. If you must have a domain name, then you should not just have a good domain name, you need the right domain name.

The book also has its own WEB PAGE, which includes additional material and updates.


BUY IT NOW AS A PAPERBACK ON LULU or read it online.

choosing the right domain name is divided into four chapters

CHAPTER ONE : THE WHO, WHAT, WHERE AND WHEN OF DOMAIN NAMES

  • Domain names - what's their history?
  • Who runs the system?
  • How is a domain name constructed?
  • What characters can you use in a domain name?
  • What suffixes are available?
  • How do you register a domain name?
  • Can you buy a second hand domain name?
  • What is the monetary value of a domain name?
  • How can a domain name generate income?
  • Are multiple registrations worthwhile? (1) Preventing misuse
  • Are multiple registrations worthwhile? (2) Strategic applications
  • What search engine considerations are there when choosing a domain name?
  • Beyond the domain name - good practice in URL construction
  • What do you need to do if you are changing your domain name?

CHAPTER TWO : THE LEGAL ASPECTS OF DOMAIN NAMES

  • Domain names you should not register
  • How are domain name disputes resolved?

CHAPTER THREE : DOMAIN NAME CHOICE : GETTING IT RIGHT

  • Choosing the right suffix
  • Choosing the right domain name - general advice
  • Are generic words effective as domain names?
  • Choosing the right domain name for an existing company
  • Choosing the right domain name for a new company
  • Choosing the right domain name for a brand
  • Choosing the right domain name for a product
  • Choosing the right promotional domain name
  • Choosing the right domain name for a microsite
  • Choosing the right domain name for a landing page
  • Choosing the right domain name for a community website
  • Choosing the right domain name for a geographical destination website
  • Choosing the right domain name for a blog
  • Choosing the right domain name for the unexpected or unwanted
  • Choosing the right domain name for an email address
  • Choosing your personal domain name
  • Using text and SMS abbreviations in domain names
  • A few tricks when all everything else has drawn a blank

CHAPTER FOUR : WHERE - AND HOW - TO SHOW OFF YOUR DOMAIN NAME

  • Where do you flaunt your domain name?
  • Aesthetics; why it matters how your domain name looks?

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