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What domain name is right for your online promo?

May 08, 2008 | Internet Marketing

Although the content of your promotion will ultimately determine its success, there is plenty to consider in a domain name, when planning a new marketing campaign.

There are a number of reasons why utilizing a generic domain name in addition to the company or brand name can make a marketing campaign more effective. For one, using a keyword in the domain name can help drive traffic through “direct navigation.”

For highly targeted campaigns that do not reflect the entirety of a company’s target audience, it helps to set up an additional website, with its own domain name. The independent site allows marketers to easily reach and then track the audience that resulted specifically from that marketing campaign.

Marketers should also consider domain names based on the time of year or a location relevant to the business. Or domains corresponding with a location, otherwise known as “geodomains,” can be helpful for companies looking to focus on business in a certain region (take for example American Express’ InChicago.com, InNYC.com, and In-LA.com).

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