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For CMO Professionals

CMOs Must Drive Their Firms' Domain Strategy Now

The Decision About Generic Top-Level Domains (gTLDs) Is An Immediate Priority

June 22, 2011

By Jeff Ernst with David M. Cooperstein, Matthew Dernoga

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Why Read This Report

Most companies have been looking at the upcoming availability of generic top-level domains (gTLDs) as a brand and trademark protection issue rather than as a significant new business opportunity. Those firms that don't take action now could find themselves at a three-year disadvantage to major competitors. The cost and effort to apply for a gTLD is significant, so CMOs must assess this opportunity from a strategic perspective and drive their firms' position.
Tags: Brand Growth & Expansion, Brand Tactics, Interactive Marketing Strategy and Process, Media Mix, Search Marketing
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