I found out about the fact that Donuts published a post on their official blog with the title “The Importance of Semantics and Affinity, and the Meaninglessness of .COM” over at OnlineDomain a few moments ago.
Quite frankly, this marketing strategy leaves me scratching my head and I’ll try to explain why.
We’re all adults here and most of the people who are reading this post are also professional domainers, so let’s be realistic for a moment: dot com is everywhere and writing a few words on a blog will in no way stop this.
If a company is serious about marketing its product, it would be better off doing something constructive like… I don’t know, what was that word again? Innovation!
Unfortunately, I’m not seeing enough innovation from new gTLD registries.
Since we’re talking about Donuts today, let me give you a quick example with one of their extensions: Dot Directory.
They could have done interesting things with it.
Like finding a way to offer a free and hassle-free way to create a directory for everyone who buys such a domain.
Now that would have been a creative approach and something similar could have been implemented for their other strings.
Unfortunately, that didn’t happen.
To do well in a dot com dominated world (and yes, dot com is literally everywhere, that’s what new gTLD registries are up against), you have to up your game. Simply limiting yourself to a business model along the lines of “We’re the registry. We just launched a new gTLD. Buy it.” is a huge mistake in my opinion.
A quick word of advice to all new gTLD registries: innovate, be creative rather than destructive.
Right now, dot com is the world’s #1 basketball player and new gTLDs are children watching that person on TV. If those children are serious about eventually becoming professional basketball players as well, criticizing the #1 guy is not a good starting point. Instead, to even remotely stand a chance, they have to start working hard and even if that were to happen, there are still no guarantees.
The same principle is valid when it comes to new gTLDs.