Doubling Down on Dot-Com Marketing
Secondary domain names focus attention - promote understanding - optimize recall ....
CollectThiebaud.com highlighted an important painting at Sotheby's on November 17. The sale catalog was linked to CollectContemporaryArt.com, a web address that attracted thousands of Facebook exposures and tallied more than 500 'likes.' Woman in Tub set an auction record for a Wayne Thiebaud female figure when it sold for more than $1.9 million.
Any dot-com address that promotes a mission online is a 'missionline'. Missionlines effectively target - and retarget - web pages, social media, videos and blogs. By incorporating dot-com, the extension that came to define the Web, they exponentially increase recall.
Missionlines are not limited to marketing. They can go almost anywhere, from not-com addresses to Twitter pages. A few days ago ReturnNationalPride.com was Tweeted and re-Tweeted to both President Obama and President-elect Trump. Embedded is BipartisanBest.com, a direct link to the White House. To double down, and especially to address the millennial market, ReturnSanity.com will reach the Oval Office as well.
While the Internet is projected by IDC to rise from 6.4 billion in 2016 to 22 billion connected devices by 2018, missionlines are just beginning to add a new dimension to online awareness. Today NBC and the NFL tell the world: TogetherWeMakeFootball.com, Raymond James offers investors a LifeWellPlanned.com and Chiltonic's video demonstrates how they RelievePainBest.com in San Diego County.
Will alternative dot-com branding impact the future of Internet marketing? This would be an excellent bet.