The Mysteries And Future Of Websites by Naseem Javed
Websites have just completed a full circle of a hard struggle, and
somehow survived where other traditional marketing tools and old principals
failed big time.
Now the same sites and domain names must face harsher realities once again,
all to ensure high visibility and exposure they so provide. Today without
visibility, on e-commerce, websites are simply doomed. While billions of web
pages poised for the right match, only clashing into billions of surfing
customers are simply flooding each other. Millions of splashy logos with
billions of expensive web pages are all deeply submerged in this ocean of
e-commerce. Customers all over the world are only amused as they watch the
websites struggle to gain attention at a zillion choices per second. Their
mysterious behavior on search engines and the role of alpha-structures of
each and every domain name is now a very big question. Why?
Boom time, a million domain names a day were registered. Those days, most
unusual, silly and totally dysfunctional names were the sought after icons
of get-rich-quick dreamers of the exuberant populace. 99% of such names
failed. Exhausted or expired such names have now disappeared. While ICANN
and the domain registrars wonder on the disappearance of continual
registrations and renewals, the real question now is the fate of the
remaining millions of business domain names in active use on global
From its inception, when the genius founders doodled on a napkin and came up
with the big five suffixes: .com, .net, .gov, .edu, .mil, and .org, and
declared "www" as the one and only key to cyberspace, changing business
forever. This weird and strange thing called a domain name costing pennies
in comparison to a trademark registration, was often left to webmasters or
junior staff to play with. Today, if a domain name issue is not being dealt
at a senior boardroom level, then behold the quick demise of that
corporation; from marketing to branding and just about everything else it
does. A URL is the only key that opens the gate to a corporation, its
products, images and identities. There is no other bypass to the URL to
access a website. As the old-fashioned print-driven advertising and branding
has taken the back seat, the marketing and survival strategies for these new
cyber-branding issues are all on the forefronts.
Five New Magical Skills Necessary For Survival
What are Alpha-Structures and why are they killing great websites?
You must be able to decipher how and why your business names are composed
and structured and only then you can achieve your marketing goal? This
process of fine tuned analysis is not a simple routine for English major or
linguists, rather a science and a fine art. Names must go through a critical
analysis under the Laws of Corporate Naming. One must determine the size,
personality, and length plus the choices of alpha character as each emulates
its own unique signals. Are names too short or too long, do they have the
right number of letters, do they fit the personality of your company? Do
your customer recognize your desired message in that name? This skill is a
must for all marketing and branding teams, and is essential for corporate
image management. Complexities of e-commerce and massive duplication of
similar and identical names on the web have made this a tactical exercise.
General branding exercises are not naming analysis. Establish a review and
get all your names properly analyzed, this in not expensive at all compared
to what is at stake. Use professionally designed training available via
webinars and executive workshops
What is "Search-Ability" and why can it keep you in oblivion?
You can check your name's visibility in a second by entering it on Google in
"quotes". It makes a huge difference where you are on a search page. Are
your names popping up on the first page, somewhere after 10 pages or nowhere
to be found? Study search-engine-optimization in great detail. It's now a
brand new frontier. Either your customers can find you easily or you're
simply lost. No amount of money can create a bounce to your expensive
websites or your big budget branding in these times, except your
alpha-structure of your URLs. Only an in-depth analysis will point to the
problems and show methods to fix them.
What is Global "Domainization" and how do you expand your reach?
How many domain names do you have and why? The art of cyber-branding now
demands sharper skills on domain registrations and their website management.
Multiple domain names create multiple problems in multiple markets. There
are rules to be followed. The power of e-commerce is all hidden in its
access via URL's as there is no other way to get to a page of your site.
Great opportunities are missed by not having a sophisticated naming system
for global cyber branding. Have a proper system in place to manage global
complexity. There are too many fancy services most are flaky, faceless and
without references yet offering strange global registrations and
localization, so be aware.
What is Linguistics and why do they embarrass your international
Whatever you call a name in one country can mean something entirely
different when it circumnavigates around the globe. How do you tackle such
languages issues? Acquire skills and a deeper understanding of global
communications. Even if you're a regional player, your sites are still
visible and exposed to the entire globe. Cyber branding is an extremely
What is "Mindsharing" and how do you win new customers?
Mindshare is more important then market share. Customers must allow a name
brand to settle in their minds before they give you cash. Market positioning
is more critical then profit maximization. The human mind is gravitated
towards good names those are end-user-friendly and trustworthy. With
millions of silly and randomly structured names, the mind becomes overly
tired. So, what are good, catchy names and how do you establish them? It
becomes easy once you have the right expertise. Go online and bring in
professional webinars within your entire corporations, this is the most cost
effective way to make e-learning a possibility and this will also bring
harmony in your branding while dramatically increasing your overall
Big branding has gone for a big sleep, no need to wake it up. Now the most
cost effective way is to handle your cyber-image using new set of skills and
new techniques to turbo-charge your overall cyber-marketing. The future will
be pretty clear when planned today.
Naseem Javed author Naming for Power and also Domain Wars, recognized as
world authority on global Name Identities and Domain Issues, introduced The
Laws of Corporate Naming in the eighties and also founded ABC Namebank, a
consultancy he established in New York & Toronto a quarter century ago.
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N.B.** The articles were first published in the Times
(Montreal, Canada) and written by
John Shenton as special contributor to the Times Technology Section.
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