It is my pleasure to announce the release of the seventh edition of AusRegistry’s industry report, Behind the Dot: State of the .au Domain.
A domain name is one of the most integral aspects of a business’ marketing strategy. Whether your focus is on large-scale, outdoor and display advertising; innovative digital and interactive campaigns; or traditional print and television advertising, chances are there is a website sitting behind each activity, providing the primary source of information and contact for customers.
In order for that website to be found online, it requires a memorable domain name that clearly reflects your business and what’s on offer at the site.
In Australia, a .au domain name included in your call-to-action is a seal of authenticity and locality. The AusRegistry .au survey has consistently shown Australian Internet users trust websites ending in .au and see it as the most relevant domain extension for Australian businesses. Such an asset can only be beneficial as it encourages brand engagement and loyalty.
In this edition of Behind the Dot, we’ve delved into the world of marketing to explore the ways in which domain names complement and underpin many of the tactics employed by businesses and brands today.
For our feature Q&A, we’ve gone straight to the top in our examination of search engine marketing with Nick Bell, Managing Director of digital marketing agency WME. Nick’s experience and understanding of search, its intricacies and its mechanics are clear in the great advice he offers Australian businesses.
Also in Behind the Dot this quarter – the value of keyword .au domain names as a business asset and their benefits for marketing; how domains and hashtags can be incorporated to improve your social media strategy and the basics of branding for small businesses, from finding your essence to communicating about your organisation online.
We’re also thrilled to continue featuring the .au retail channel through our Channel Talk segment, as we gather some of the best examples of marketing campaigns featuring .au domain names. We also spoke to Paul Wilson of Asia Pacific Network Information Centre (APNIC) for an insight into DNS Security across the Asia Pacific region.
Finally this quarter, .au Domain Administration (auDA) recently announced the departure of its CEO, Chris Disspain. We commend Chris on more than 16 years of service and his contribution to the Australian domain name industry and we wish him well in his future endeavours. AusRegistry has confidence that the .au community is in good hands under the stewardship of the auDA Board and with the tireless and diligent support of auDA staff.
It is my pleasure to present the seventh edition of Behind the Dot: State of the .au Domain. As always, we welcome your feedback and input on the magazine and thank you for reading