These 4 Companies Understand How to Use Multiple Domains

[Arpit131]

Successful companies understand how multiple domains create value to their branding and marketing messages.
If a domain is acquired correctly, they become a foundational element that maximized positioning and return on marketing investment.
When is the correct time to upgrade your domain and acquire new domains?

Understanding the business lifecycle.

Domain strategies fall into several key buckets which correlate very closely to the business lifecycle.
Entrepreneur.com describes the five stages of the business lifecycle:

1. Seed & development
2. Startup
3. Growth and establish
4. Expansion
5. Maturity

How quickly a company moves between these stages will be dependent upon their product, positioning, and ability to utilize their resources.
As the world moves online acquiring the correct domains at each of these stages, become crucial to the success of branding and marketing campaigns.

Domain portfolio – what is the objective?

For simplicity sake, we break down how domains are utilized into three key buckets.

1. Brandable domains: Used to support and become the leading site for a
   1. Example: Trunk.com, Uber.com, Walmart.com, Honest.com
2. Marketing campaign domains: Used as a secondary location to support a marketing campaign
   1. Example: FiveHourMarkeitngMakeover.com
3. Information domains: Used more for education, positioning, and information.
   1. Example: Gingivitis.com, kidneyfailure.com, motionsickness.com

Domains are acquired based on the marketing objective and typically mirror the business lifecycle.

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[WatchDogue]

Well articulated summation presenting the use of and advantages of multiple domains for a companies' marketing plans.