2020 marked 35 years since the world’s first domain name was created. It may have been hard to imagine back in 1985 that a booming industry would grow around domain management. Since then, the domain management space has grown exponentially and continues to evolve, facing new challenges and forging new innovations.
It now sits at the very core of the e-commerce strategies of the world’s most successful brands.
With the introduction of new generic top level domains (new gTLDs), the evolution of .brand domains and increased adoption of URL shorteners like .ly, domain management has become increasingly complex. Furthermore, a growing raft of cyber threats and attack vectors has created numerous challenges for domain protection.
In reaction to these growing challenges, organizations are spending more time and resources on domain management and security. In today’s hyperconnected world, domains are a crucial element of any brand’s identity. Domains also play a significant role in businesses strategies and online revenue streams, making their protection paramount.
Surveying 1,100 IT, legal and marketing decision makers from a diverse cross-section of industries around the globe, we set out to find how brands approach domain management and what they see as the biggest challenges to doing so. This report examines:
• The domain landscape and what has changed since 2019.
• Current challenges brands are facing when managing domains.
• The value organizations place on domains.
• The impact that external factors are having on domain strategies.
Key finding snapshot:
• Almost 1/3 have experienced a data breach involving their domains in the last 12 months.
• 56% see security as the biggest challenge when managing their domains.
• Respondents are managing larger portfolios with 62% managing 100 or more domains
Please download the full report here.
