Free Webinar: Covid-19 puts spotlight on domain strategy
FROM Lexology Webinars and WTR
COVID-19 puts spotlight on domain strategy, making IP role essential to revenue and customer loyalty
Join Steve Coates and John Berard on 19 May at 5pm BST as they discuss how covid-19 has put the spotlight on domain strategy.
There have been over 100,000 covid-19-related domain names registered since 1 January 2020. Many have been for good cause, but too many have sought to leverage public anxiety and a company’s good name. Think VerizonCovid-19.com – a domain recovered by Verizon after a third party registered it.
The existence of confusing domain names has always made managing a portfolio a defensive job involving risk management. The thinking has been that it is better to own them all (or many of them) and keep them on the shelf. But the covid-19 pandemic has made clear that companies are being called upon for answers (look at how Johnson & Johnson’s homepage has changed) even as some fall short of market expectations.
Deploying unique digital assets to inform, admit mistakes, encourage connection and showcase responsive actions can go a long way in building customer loyalty, which leads to increased revenue. IP professionals are in a key position to identify the right assets and, in doing so, demonstrate value in building customer loyalty and revenue.
Key topics to be discussed include:
- How to develop a robust domain acquisition programme for defensive use, future opportunities and increasing traffic value.
- Building a plan to withstand even a pandemic.
- How others’ successes and missteps can inform your approach to the use and investment in domain names.
- How to partner with your marketing, sales and service teams so you can provide opportunities they were not aware existed.
- Getting out of defensive crouch: how to determine when and how to lean into criticism
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