Jennifer Wolfe  |  July 14, 2015   |  Comments

Word Press boasts that it now powers more than 23 percent of the web. Will the new Dot Brand space give it a bigger boost?

WordPress has gained traction as a development tool not just for bloggers, but big media and technology companies alike - why? Because companies need a faster and more nimble way to respond in the rapidly changing digital world.

As many top companies like Google, Amazon, BMW, Macy's, American Express, JP Morgan and hundreds of other top global brands begin to build a strategy for their new Dot Brand space, savvy CMOs will elect to build out landing pages and microsites in those spaces rather than migrate their entire .COM presence. Using WordPress makes that just a little bit easier. WordPress boasts that it now powers more than 23 percent of the web.

Will the new Dot Brand space give it a bigger boost? Here’s why it might:

  1. Faster and Easier. Using WordPress means a team of in-house designers or one a boutique agency specializing in WordPress could build and launch a site from any computer without editing HTML. This allows for more nimble development that costs less than other development platforms. In a Dot Brand environment, CMOs can leverage the space with targeted messaging and strategies that rely on lower cost and nimble development.
  2. Respond to Trends. Trends come and go faster than most companies can have a meeting to discuss them. One of the biggest benefits of the Dot Brand space is that the brand wholly owns the entire space so if they want to create a new campaign, respond to a trend or build out a landing page, they can build it without searching for an available domain name. New domain names also allow more natural (Read more...) and more options to respond to trends. By using WordPress, their teams can quickly respond to trends and build out pages that make sense.
  3. Boost Search. In the Dot Brand digital neighborhood, companies can build out landing pages with more narrow focused microsites and domain names directly related to the topic. Search rankings pop up faster if there is less to crawl or more causally related to what people are searching. The Dot Brand is 100 percent authentic, so as search engines learn that .MACYS is the true Macy's store or .AMEX is the real American Express, then digital addresses in that space could get a boost. By building out pages in their own space, search engines will be able to quickly authenticate the content as real and not-counterfeit, ultimately giving landing pages in the Dot Brand an organic search boost. Using WordPress will further amplify this benefit. WordPress code is clean and simple, making it easier for search engines to read and index the content.
  4. Word Press Matches the Dot Brand Strategy. The opportunity in the Dot Brand is in creating greater trust and authenticity, boosting search, tracking new data sets and creating better and more memorable user experiences. It is not about migrating the home page away from .COM. In fact, I advise most companies with a Dot Brand to keep their home page in .COM where everyone is comfortable and understand that to be home base. Word Press development matches this approach. Rather than building out deep layers stemming from one domain name address, the Dot Brand space creates unique and specific places intended to accomplish one goal from one market rather than many goals.
  5. Multi-Lingual in a Global Marketplace. The digital world is global and multi-lingual. WordPress is available in more than 70 languages so it's easy to build out and translate your digital neighborhood for multi-cultural experiences. In the Dot Brand environment, you can create specific spaces for different countries, cultures and languages, allowing you to reduce time and costs associated with design and build of new digital spaces. When tied to the one authentic Dot Brand, the ability to relate to your target audience just got a whole lot easier.

New Dot Brands have yet to really hit the marketplace, but with powerhouse technology companies like Google and Amazon and hundreds of consumer-facing brands ranging from Gucci, Richemont and Tiffany's to Macys, Walmart and Target, consumers will begin to understand the Dot Brand difference in the years ahead.

When marketers see the benefits and consumers engage differently, CMOs will want to consider how to leverage this new asset that is much more than just a domain name, but a wide open canvas on a technology platform they own.

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Jennifer Wolfe

Jen Wolfe is an author, digital leader, and global IP strategist. She has written a series of highly acclaimed books, Brand Rewired and Domain Names Rewired, endorsed by executives from Microsoft, Procter & Gamble, General Electric, Warner Brothers, and more as cutting-edge thinking about the future of brands and the impact of the new gTLDs. She interviewed leaders from Yahoo, Verizon, Harley Davidson, Time Warner, Microsoft, Procter & Gamble, Intel, Interbrand, Re/Max, Scripps Networks, Kimberly-Clark, Kraft Foods, International Paper, General Mills, and others to uncover trends in branding and technology.

Wolfe is widely cited by business publications for her expertise on the brand gTLD. She has been named one of the top global IP strategists by IAM magazine for four years in a row and one of the few in the world developing brand IP strategies. She served on the GNSO Council of ICANN and is currently the Chair of the GNSO Review Working Party.

Jen is the CEO of Wolfe Domain Digital Strategy, a company she founded in response to market demands and consults with C-Suite executives in Fortune 500 companies to develop digital IP strategies and detailed plans for the impact and roll out of new gTLDs with an innovative approach to be a market leader in a changing digital environment.

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