Why Digital Branding matters in Digital Enterprise ?
- Mark Skilton
- Apr 25, 2014
- 2 min read
The new top level Domain names (TLDs) in URLs recently introduce by ICANN and IANA are a significant development that at first sight may appear cosmetic. Names such as .company .club .marketing .technology .coffee .holiday and locations like.london .berlin and many others represent another tool to build brand.
It’s all part of a wider shift to the digital economy, branding online and address space commercialisation opportunities for ISPs. Recent EU commission initiatives to create job growth and GDP through industry digitization has several challenges and this can assist in regional identity.
On the flip side there are issues around innovation and commercial support for online organizations but this is a good move for major hub cities like London. Its critical that digital branding is not missed as Berlin and other cities will move to develop digital presence.
It all sounds like marketing spin and is this really needed?
The challenge is for digital business to be discovered and to work effectively through online websites, mobile and tablets while connecting to the social networks and the physical world of consumers and enterprise large and small. Several barriers exist in translating government policy goals to vertical industry outcomes through creation of effective “digital hubs” that can trade, buy, sell and promote skills, products and services. The digital world still has to reach buyers and sellers and to legitimise original sources of these products and services. Through name standards in URLs this becomes another digital tool and a better way to enhance brand presence for human interaction and co creation of work and markets.
With some large early entry cloud brands like Google, Amazon and others already dominating it is important that the next level of digital ecosystems that will see the internet of things pervading into homes, work, connected transport, health, retail and many others is balanced with regional and social identity for everyone and not just select providers.
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