.brands Spotlight: Insurance industry

.brands Spotlight: Insurance industry

insurance industry spotlight dotbrand domains insurers

.brands Spotlight: Insurance industry

The .brands Spotlight series takes a deep-dive into interesting facets of the .brands space, looking at Stats Hub data to find insights about how .brands are being used across different industries, regions and organizations. This Spotlight piece focuses in on the global insurance industry.

Summary

The insurance industry is the largest sector in the .brands space in terms of total domains registered. This is perhaps more impressive when considering it includes just 34 TLDs – ranking it fifth in this regard behind the information technology, banking & finance, telecommunications and automotive industries. While average usage is very high, this is influenced heavily by just a handful of brands that make up the large majority of activity within the sector.

Key statistics

Total TLDs delegated: 42

Including TLDs from

AXA        STATEFARM        ALLSTATE       MMA       PRUDENTIAL

Total domains registered

Average domains per .brand

  • Industry percentage of all .brands 25% 25%
  • Proportion of active TLDs (more than 2 domains registered) 55.9% 55.9%
  • Proportion of active domains (resolving or redirecting) 94.7% 94.7%

Key use cases

Industry spotlight: MMA displays a clear strategy

While there are over 2,000 .brand domains registered in the insurance industry, 95% of these are contained in just five TLDs – and lead heavily by French-headquartered company MMA (MMA IARD SA).

Over the last year or so, MMA has registered 1,759 domains in its .mma TLD, 97% of which are active. The vast majority of these are redirects, set up as part of an extensive strategy using locations and regions to direct visitors to local broker information. For example, the domain antibes.mma displays contact details and product information for Antibes, a region in southern France.

This is a clever way for MMA to implement its .brand TLD and use it to create more localized experience for customers, in a similar strategy to that used by Audi.

Redirects, redirects, redirects

Though by far the dominant player in its sector, the MMA model of registering a large volume of domains and setting them up to redirect to existing content is illustrative of the industry as a whole. In fact, of the insurance industry’s 2,185 registered domains, 92% are redirects. Behind MMA in terms of registered domains is Esurance Insurance Company’s .esurance, which has only one non-resolving and 145 redirecting domains. Similarly, Prudential Financial Inc.’s .pru and .prudential TLDs have a combined 142 redirecting domains out of 144 total; and all 20 .allstate domains redirect to existing locations on Allstate’s website.

Where MMA’s redirect strategy is based largely on geographic locations, other companies like Allstate and Esurance have opted to set up redirecting domains based on product and service offerings, such as auto.allstate, claims.allstate and homeowners.esurance, marrying relevant, deep content to insightful, short URLs.

dotbrand spotlight stats hub

Conclusion

As a highly complex industry with a wide range of detailed products and services, insurance companies by their nature tend to have large multifaceted websites that would otherwise be very difficult to navigate and would force customers to rely on third parties like search to find the information they need. The current usage of .brand domains within the insurance sector shows a clear trend towards redirect strategies.

This approach can provide memorable, meaningful pathways to deeper website content that improves the customer experience and also reinforces the brand in the link. With one of the highest rate of domain usage than any other industry (94% vs industry average of 67%), the insurance sector – and a few key players in particular – is leading the way in this regard.

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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Did you ever stop to think what the ‘link’ is all about?

Did you ever stop to think what the ‘link’ is all about?

Did you ever stop to think what the ‘link’ is all about?

By Tony Kirsch
Head of Professional Services, Neustar

From as far back as the 1400s, marketing has existed with three simple objectives; 

1. to inform consumers about products and services they may want or need;
2. to brand that experience in order to build loyalty or recall; and
3. to prompt customers to take action.

And despite a myriad of technical innovations over that time, the game remains pretty much the same. But things do change.

Innovations evolve from raw, often simplistic initial forms into something far more elegant as utilization spreads and they benefit from continual refinement and learning. This is the core of progress. To question the existing and follow the potential of finding a better way.

This leads me to the URL shortener, or the ‘link.’ A tool built from necessity in a social digital world. A tool that until recently, no-one stopped to ask ‘what the hell are we doing?’

Saving the character count

Writing content for social media has its own particular requirements due to the audience, typical behavior and general restrictions of the various platforms available. Twitter in particular presents a challenge for marketers to adhere to the 140-character limit. However, even this in itself has evolved with Twitter making changes to the treatment of photos, videos and quotes within the character count over the last few years.

But because of these limitations, a new ‘best practice’ has developed – the use of a URL shortener – where the destination URL of the content (typically on a long URL) is transformed into a short URL.

In addition to keeping the number of characters down so you can share more of your genius, one of the additional benefits of using a URL shortener platform is that it can often provide you with great insights into how your posts are being shared, clicked and are otherwise performing. 

Options aplenty

Sure, there are lots of options to shorten your URLs – from free services through to more advanced and expensive analytical providers. And if you think about it, you’ve seen them everywhere.

Market leader Bitly (who noticeably rebranded themselves away from bit.ly in recent times) shortens upwards of 400 million links a month which is a staggering number in itself.

Others are infused in your daily social feeds – from bit.ly to goo.gl to ow.ly. And we never blink an eyelid.

The game is changing

The first time I really started to think about this was when Bitly reported that shortened links that have some reference to your brand were capable of driving up to a 34% increase in click-through rate. We’re not talking about minor improvements here – 34% is a massive boost in any context.

And so brands took the advice, to varying levels of success:

  • Some did a good job by using a shorter ccTLD or similar – ibm.co etc.
  • Some added a little extra to the domain – on.nfl.com
  • Some threw a dot in a strange place or abbreviated their brand to make it work – bloom.bg, xfin.tv, ora.cl
  • Others just completely hacked something together out of their brand – capitl1.co, at.van.fedex.com, s.gm.com

But despite this clear insight from the organization who really has the data to make such a statement, a large proportion of brands – some of whom really ought to know better – still use generic links in social media. 

Time to get real

The .brand juice flowing through my veins was starting to pulse as this all started to formulate in my head. We’ve been teaching all of our customers to use their .brand to get people to the content they want through simple and powerful URLs.

So what really is the difference between a social media link and a link we may use in a TV campaign? Are we constrained by slightly archaic mindsets and could our .brand approach work across traditional and social media platforms?

Looking at the BrandFinance Global 500 brands, 142 of those applied for their own .brand TLD but a staggering half of those .brand owners are using a generic URL shortener or no shortener at all.

Something’s wrong with this picture. Could this be an opportunity to not only see .brand usage increase, but start the process of meaningful link development?

A new way of branding links

For organizations with a .brand, there now exists a better way to approach social links. The ability to create something short, with your recognizable brand to the right of the dot, means the best of both worlds – custom links, control of data and an accurate representation of your brand in every post.

In fact, this can be one of the simplest ways to get started with a .brand domain as we’ve noticed with organizations such as HSBC, Philips and our good selves at Neustar.

But even then, not all customized links are created equal. It’s all well and good to include your brand in your links, but what about that randomly-generated text after the slash?

Think about it, what looks better:

i.neustar/3nsdD7
or i.neustar/socialblog

This part of your link gives people a preview of what to expect. If your brand comes after the dot, the text after the slash gives you the chance to feature a product, service, promotion, content piece and so on, so people know exactly where they’re going when they click.

Which of the options above is likely to get more clicks?

Highly-available tools allow you to easily set up branded link shorteners with the freedom to also customize the extension – and for many of them it’s a free service. It’s almost too simple, and is out there waiting and available for any brand to take advantage of.

The importance of brand in social

The matter at stake here is bigger than freeing up a few more characters in your Twitter posts.

It’s about building things that people can identify and can trust. It’s about increasing visibility of your brand, and your product. It’s about creating a consistent experience for customers.

With a custom link shortener using a .brand, your company’s identity can be present and strengthened with every post, while creating a more trustworthy experience for audiences that they’re more likely to engage with.

On top of this, customizing to the right hand side not only looks better, but gives people something they can identify and connect with.

Identifying, connecting, tracking, building trust, branding. All of these outcomes are crucial to what marketers try to do every single day.

So why are so many stuck in an old way of thinking?

Mark my words, this is a game changer and in the very near future we’re all going to reflect on this and wonder why it took us so long to come up with this simple and efficient improvement to the ever powerful ‘link.’

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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Upcoming webinar – .brands 101

Upcoming webinar – .brands 101

Upcoming webinar: .brands 101

You may have heard that over 550 big brands have a .brand Top-Level Domain (TLD), such as .microsoft, .ford and .barclays. But what exactly is a .brand TLD, and what can you do with it?

Following our successful .brand update webinar in June, we’re pleased to bring you another webinar that goes ‘back to basics’ on .brands. 

Register for this webinar to hear:

• An explanation of what a .brand TLD is in plain English (also perfect for bringing co-workers up to speed)
• Why some big brands have a .brand, and what to do if you want one too
• The different models being utilized with .brand TLDs
• The five real reasons .brand should be used

Come along for a great refresher on the fundamentals of .brand TLDs – or invite your colleagues to introduce, educate and inspire them about the .brand movement!

 

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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Mid-year .brands review: 2017 off to a brilliant start

Mid-year .brands review: 2017 off to a brilliant start

mid-year review .brands dotbrands dot brands brand TLDs

.brands mid-year review: 2017 off to a brilliant start

By Tony Kirsch,
Head of Professional Services, Neustar

If you’ve read my blogs in the past, you’ll know that I’m really passionate about the benefits that .brands can deliver to organizations and their customers.  mid-year review

We are now half way through 2017 which provides us with an opportunity to have a good hard look at the data and reflect on the last six months in the .brands space.

Here is the punchline – it’s pretty damn impressive, and for a variety of reasons.

Let’s be frank – supporting an innovation such as the .brand movement is not for the faint hearted and the continual momentum we’re experiencing is great reward for those of us that have ‘stayed the course’ (with only maybe the occasional wavering!).

mid-year review .brands dotbrands dot brands brand TLDs
mid-year review .brands dotbrands dot brands brand TLDs

.brands are asking questions, and moving ahead

I’m privileged to be one of the few who has a job that is completely dedicated to this type of .brand engagement, but I can tell you that we are being asked more and more informed and targeted questions about how to optimize their .brand strategies each and every day.

All the while, organizations like Google, Audi, CERN, Bloomberg, Canon, Microsoft, and Lamborghini have launched .brand sites this year already and continue to pave the way – and that’s just a handful of them.

I think that the most important elements of .brand domain names also include the diversification of usage. Building microsites on .brand domains is still strong, but the use of .brands in alternative methods such as vanity/redirect strategies, social media, internal tools, email and full site transitions are also growing significantly.

To illustrate my point, check out the Showcase at MakeWay.World where we highlight the variety of global examples of .brand usage. It’s growing every day and the stats below speak for themselves.

mid-year review .brands dotbrands dot brands brand TLDs
mid-year review .brands dotbrands dot brands brand TLDs

The facts behind the facts

As noted above, the number of brands that have gone beyond creating the mandatory ‘NIC’ page and have registered at least one other domain under their .brand since January 1 has grown by 17 percent.

Importantly, there’s also been a greater than 23 percent increase in the number of .brands with more than 20 domain names registered – showing that there is growth at the upper end of the spectrum as well. This includes brands such as Microsoft, Bentley, Philips, AXA, Saxo Bank and BMW to name a few.

Some of the more active industries include insurance, which collectively have now registered over 1,800 domains; automotive with over 1,000 domains and information technology with just shy of 1,000.

We’re more thrilled than ever that we were able to launch the Stats Hub on MakeWay.World earlier this year, as the numbers paint a very clear picture of the .brands space and are now available to anyone to explore.

.brands making headlines

The .brands space has also received some great coverage in industry and broader media so far this year.

– ClickZ published a three-part series on .brands that culminated in a webinar featuring myself, Matt Dorville of Major League Baseball and Katie Hankinson of VaynerMedia.

– India’s biggest bank announced its plans to move to .sbi, which was reported on by Domain Incite.

– Domain Name Wire looked at how Major League Baseball is planning to use its .mlb domain names.

– Domain Pulse reported on the French national railway’s plans to move to its .brand TLD.

– I was published in B&T commenting on the Australian Football League’s use of .afl for its historic women’s league competition.

Moving forward

In just the last couple of weeks, we’ve seen new .brand sites from the likes of Google, Audi, Leclerc and Allstate, which says to me that the .brands space isn’t slowing any time soon.

Of equal importance is the fact that the majority of conversations we’re having with .brand owners are more and more about how to use their .brands, rather than why. They’re looking for practical advice on integrating with social media channels, rolling out email addresses and communicating with staff and clients about changes to web addresses.

That will be our focus for the remainder of the year here at Neustar, and we’ll share this on MakeWay.World.

And of course, let’s hope that these next six months continue to drive digital branding and that we can really move forward towards another application round for others who would love to join this movement – maybe even by the end of 2018?

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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Why this domain name expert has stopped talking about domain names

Why this domain name expert has stopped talking about domain names

Why this domain expert has stopped talking about domain names

By Tony Kirsch
Head of Professional Services, Neustar

I’m lucky enough to spend my working life helping some of the world’s largest brands drive their .brand TLD projects.

The excitement and the challenges of this space stem largely from the fact that this is a new innovation; and when you’re working with something truly groundbreaking, naturally there’s an element of “learning as you go.”

And I’m not afraid to admit, sometimes we get things wrong.

The more I talk to .brand owners, the more they’re teaching me where the value of .brands is.

And newsflash: it’s not in domain names.

We’re becoming more and more aware of the potential of .brands as a true disruptor in digital marketing. While on a basic level, a .brand TLD allows an organization to rethink its domain name strategy, the business and marketing impacts of this asset are much more far-reaching.

But in order to execute on this, we need to get the senior marketers and brand managers on board. 

And until now, I (and perhaps we as an industry) haven’t done a great job of that.

For many in the .brands space, the challenge of engaging internal stakeholders in .brand projects is heightened by the jargon, history and technical nature of the domain name industry.

While some technical details are of course necessary, it’s easy to lose people in the chaos of domain name language – from ICANN to gTLDs to DNS to second-level domains.

So we’re changing the conversation.

Instead of ‘domain names’, we’re realizing the power of talking about ‘improved customer experience’.
Instead of saying “you can create this new domain”, we explain how “customers can find what they want faster and more intuitively”.
Instead of talking about websites and web pages, we talk about your holistic digital presence, and the identity it conveys to your audience.

More and more, we’re finding our discussions with .brands now include senior marketers and those in charge of branding and customer experience. 

And we’re quickly discovering that the story we’ve been telling just doesn’t land with this audience…and neither should it.

Because the truth of it is, that .brands are not about domain names.

And talking about domain names to your marketing team could be what’s killing your .brand project.

I spoke about this recently in a presentation at the Global Domains Division (GDD) Summit in Spain.

It’s a message that’s resonated so strongly, we’ll continuing the discussion at an upcoming .brands webinar on June 1st – check out more information here and register to attend.

If we as an industry want to see .brands succeed, we need to speak the language of our key audience: the marketers. Not only that, but we need to recognize that the value of .brands doesn’t lie in domain names, and instead build an approach that looks holistically at marketing, branding and online identity.

My name is Tony Kirsch and I’m a domain name junkie. But the first step is acknowledging the problem – and committing to discovering a better road ahead.

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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