Brand TLD support a Digital Third Dimension

to Deliver a Better Customer Experience.

Branded TLD enable brands to create internet domain names where the brand name is at the end. The Second Level is then open to the brands, enabling to create domains such as environment.google or search.microsoft.

This enables to create a better customer experience by making sites that are dedicated to specific purposes and making content easier to access. This offers a new dimension in  digital presence. While websites are flat, branded TLD are three dimensional.

Single Site deliver a Two Dimensions Experience.

Classic site have a 2D map. branded TLD offers a better navigation

Websites can be represented on a two dimensional hierarchichal mapping. The highest level of the hierarchy is the home page, while the next level is main navigation.

The next level of the hierarchy is product catalogue or detailed pages. Institutional content pages, such as brand values, history, blog pages would also be found at these levels.

The 4 or 5 pages of the shopping cart are also part of that global hierarchy.

yoox.com is a popular fashion retailer, based in Italy. It is a very efficient e-commerce website. The main navigation correspond to the main use cases and high level category :

  • Men
  • Women
  • Kids
  • Home

The sub-navigation menu is actually a product filter : the user can select and filter

  • designers
  • product categories
  • price ranges

This classification and hierarchy uses Customer Experience expertise, Best Practice, and Articificial Intelligence in order to deliver an efficient navigation, enabling the customer to find his product efficiently.

 

yoox 2D navigation

Dot Brand TLD creates a new Dimension

Branded TLD are fully owned by the brand, offering the possibility to a brand to create websites that associate the brand name and a keyword. banco.bradesco for example associates the brand Bradesco to its main business – a Bank.

Bradesco also created many other domains, such as empresas.bradesco – that translates to enterprises.bradesco. In that case, the second level domain name corresponds to a type of customer targeted by Bradesco.

The domain corporate.bradesco also delivers what it promises : corporate information about bradesco.

Beyond the creation of keyword rich domain names, this approach also supports a new dimension in the organization of the content.

A customer wants to access the most relevant information that is relative to his own use case. As a customer selects a car, he may want to involve his family in his decision. The customer would be interested in technical features and price while his kids may want to access more inspirational content. The customer may also want access brand overview and therefore look at his local shopping options.

The brand also has organized their content in business lines – typology of products or of services for instance.

With their Brand TLD, the brand can create sites for the various use cases,as well as for the various business lines. The following chart illustrates such a setup:

Business line \ Use Case use_case_1 use_case_2 use_case_3
Business line 1 Domain : use_case_1.brand
page: business1
Domain : business1.brand
page: use_case_1
Domain : use_case_2.brand
page: business1
Domain : business1.brand
page: use_case_2
Domain : use_case_3.brand
page: business1
Domain : business1.brand
page: use_case_2
Business line 2 Domain : use_case_1.brand
page: business2
Domain : business2.brand
page: use_case_1
Domain : use_case_2.brand
page: business2
Domain : business2.brand
page: use_case_2
Domain : use_case_3.brand
page: business2
Domain : business2.brand
page: use_case_3
Business line 3 Domain : use_case_1.brand
page: business3
Domain : business3.brand
page: use_case_1
Domain : use_case_2.brand
page: business3
Domain : business3.brand
page: use_case_2
Domain : use_case_3.brand
page: business3
Domain : business3.brand
page: use_case_3

Why is that useful

This 3D navigation offers two direct benefits:

  • Content: Brands are producing an increasing quantity of content. The Content Marketing Institute notes that seventy-five percent of respondents who use interactive content said they anticipated that their organization’s use of it would increase in 2016, compared with 2015. This content must be organized and stored somewhere.
  • Customer experience: The end customer knows where he is, what sites he is visiting and is in control of his journey with the brand. He a.ccesses the content more easily and efficiently.

Abbott Multi-Dimensional TLD Navigation

Abbott is a pharmaceutical company that produces high technology products. They need to inform the end users about the products features and benefits with relevant and understandable content. They also need to inform doctors and specialists about technical caracteristics and features of their products.

The audience, the objectives and the navigation of these two different use cases are very different.

Abbott creates and manages local sites such as fr.abbott for France, my.abbott for Malaysia are dedicated to end users and patients. These sites offer a navigation per business branches – there is a local content about diabetes care.

Vertical sites, dedicated to specific business branches such as diabetescare.abbott or molecular.abbott provide detailed information that are relevant to worldwide professionals.

The local Irish site for Abbott is ie.abbott. It has a dedicated page for vacular medicine.

The vascular medicine site has detailed information about the vascular products.

AUDI Multi-Dimensional TLD Navigation

Audi is a car manufacturer. Car manufacturers sites traditionally organize their content by model type, refining the model step by step. Audi’s top navigation corresponds to their model type :A1, A2, Q5 etc..

The new dot Audi TLD offers a new dimension in content navigation, as the entry point can now be your favourite auto dealer. The site bek-oettersdorf.audi provides the user with information about the models, but also the local services offered by that specific auto dealer. This is very useful to book test drive appointements, to check availability of used and new cars with a specific dealer.

Audi.de has a section for their auto dealerships.

audi's world outside their TLD

The Audi Dealerships have a dedicated site where they also display the various audi models, but are specific about their services.

The dot brand observatory analyses in details the brand TLD .