There’s strength in numbers…

One of the fastest, most cost effective ways for us to collectively make an impact on the awareness of  new domain name extensions and the importance and value of Domain Names, is to send a consistent,  easy to understand consumer facing message, and to leverage one another by sharing of content and  stories that promote the uptake and use of domain names.

With that in mind, here is a simple guide of recommended best practices collated by members of the DNA Marketing Committee and presented as…

The Ten Commandments… For Promoting Domain Name Awareness


  1. Avoid using “gTLD”, “nTLD”, “TLD” and other cryptic industry acronyms in  consumer-facing communications.
  2. Instead, use “domain names,” “domains,” “new” domain names and  “web address” as appropriate.
  3. When referencing text to the right of the dot, use “domain name  extensions,” first, and then “extensions” and/or “domain extensions.”  Feel free to prefix these with “new” as appropriate.
  4. Refer to our industry as the Domain Name Industry and to our  constituents as “domain name registry operators,” “domain name  registrars,” and “domain name resellers” as appropriate.
  5. Please follow @www.thedna.orgDNAssoc and all DNA members on Twitter here and  ctively share, comment and retweet relevant posts.
  6. Please tag all social media posts (e.g., Twitter, Instagram, Facebook)  with the hashtag #DomainNames (preferred) and #Domains when space  is limited.
  7. Consider using “www” before any domain name in advertisements  and consumer facing communications. www.Name.extension is a clear  indicator that the words are a domain name to avoid possible confusion.
  8. Please mention that you are a member of the The Domain Name Association in your corporate PR boilerplate as appropriate, and link to Display the DNA Member logo (attached) and link on  your website.
  9. Find and share examples (e.g., ads, billboards, videos and tweets) of  innovative domains using Provide the DNA tweets to social@www.thedna.org
  10. Promote the positive aspects of Domain Names and the Domain Name  Industry. Success for one is success for all. Do not let others give the industry a

DNA Committee logos marketing




(This article was originally published in the State of the Domains, Issue 3: June 2015 premiering at ICANN 53 in Buenos Aires)


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