Here's the The Lowdown
from DN Journal,
updated daily
to
fill you in on the latest buzz going around the domain name industry.
The Lowdown is
compiled by DN Journal Editor & Publisher Ron
Jackson.
Digital
Marketers Tell Sedo Owning the Right Domain Name is a
Key Factor in Successful Marketing Campaigns + Yahoo
Publisher Network Shutting Down
At last month's Technology
for Marketing & Advertising Show
in London, Sedo
surveyed 100 of the digital marketers on hand to
gauge their views on how important domain
names and websites are in determining the
success of marketing campaigns. Sedo released
the results of that survey today.
73%
of respondents said that owning the
right domain name is a determining factor in
the success of a marketing campaign. 70%
of marketers said they use domains to build micro
sites to support specific campaigns. In
addition, in another sign that purse strings are
starting to loosen up after a long recession, 52%
of the respondents predicted that their
marketing budgets will increase over the next 12
months.
While the marketers recognized the importance of
domain names, they had varied opinions on the best
way to drive traffic to their sites. While
a vast majority (78%) consider Google
Adwords to be one of the most effective means
of doing so, many also felt that LinkedIn
and Facebook groups (48%), affiliate
marketing (48%) and internet domain names (44%)
were also useful tools in increasing traffic
volumes.
Jeremiah
Johnston
Sedo COO
The trend to
use domain names as an integral part to a
marketing campaign is mirrored by findings
from Sedo’s 2009
Domain Market Study (.pdf
file). The study revealed that the top ten
selling .co.uk addresses were made
up of generic keyword names,
serving as a further indication of the
speed at which marketers are snapping up
domain names to establish their brand as
an authority in a given industry
and improve conversion on search
marketing.
Sedo COO Jeremiah
Johnston said, “We’re encouraged
by these findings and it’s clear that
the use of internet domain names is being
more widely used by the marketing sector.
However, there are some noted
discrepancies, especially when it comes to
traffic and driving eyeballs to particular
sites. As an industry this is an area
we should tackle head on by taking the
necessary steps to educate marketers on
the best ways to achieve optimum results
online; whether it is to increase traffic,
enhanced branding or overall online sales
success. “
Elsewhere
today, the Yahoo Publisher
Network sent a letter to
publishers telling them the
service is shutting down effective
April 30, 2010. YPN was set up
in 2005 to compete with
Google's Adsense program but
after a promising start it quickly
lost altitude. I tried it myself
when
the service launched but stopped
using it within a few months after
watching revenues go into a
tailspin. Yahoo is recommending
that their remaining clients try Chitika
as a replacement.
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