As of 2019, there were more than 5 billion Internet users playing with 35 Zettabytes of data and 2 billion websites / apps and many more being added every second. In such a crowded and competitive digital landscape, simplicity and fast access to information are crucial factors to success. To this end, first level domains new generations, known as Top Level Domains (TLDs), have been gradually gaining ground, and they are a promise of a revolution in the Internet world stage.

Currently, the most popular domain extensions are already overwhelmed, so it is harder to get a good combination. However, a new ICANN initiative, a world entity in charge for the administration of generic top-level domains (gTLDs) and country code top-level domain (ccTLDs) is innovating and bringing competition for the popular .com, “.net” and “.com.br”. The project consists in considerably increase the existent domain extensions on the internet, and promise to really expand the possibilities of combinations of domain names, using new extensions as .tech, .cloud, .online, .top, .site, .shop, .auto and many more..

The project expects to launch more than 1300 new generic domain extensions in the next years, a really impressive number, considering that only 22 gTLDs have been launched since 1985. Currently, millions of these registered new domains already exist around the world, and Brazil is among the 30 countries which have the most register numbers of these new extensions in the global ranking, staying behind of countries such as China, USA, Germany, and England.

With this movement, companies need to be prepared to protect their brands with new domain extensions that correspond to its areas of activity. Agencies, web developers, wholesalers, industries and entrepreneurs will have new opportunities to make their websites, campaigns, and online projects more creative and innovative. Besides, new endeavors will have several possibilities to find their desirable domain name.

There are several applications and benefits for new domain extensions. The first one is the simplicity to show the company activity area in its own URL, such as .software, .computer, .solutions and .hotel. This “self-description” makes brands, even more, relevant and memorable. Besides, the keyword in the domain name is an important criterion that may affect the relevance with search engines such as Google.

The second one was never easy to explain about services, products or online campaigns, as in the use of terminations .cloud, .host, .digital, .tickets, .top and .email, making them, even more, remarkable in the perception of customers and consumers. Another option is in the use of geography to reinforce the local identity, such as .rio, .london and .nyc.

Communities or specific group also receive its own identifications – such as .tech, which reinforces the technological context, and .dev or .guru, for developers or Internet professionals.

Giving merit to the importance of this movement, big companies already have its own extensions, as .globo, .itau and .sony. This brings a bias towards innovation and perceived value to the brand.

There are domain extensions and combinations for all kinds of businesses, communities, styles, tastes and trends, providing, with all of these, a remarkable experience in the life of customers and consumers. Just use the creativity, and it will be possible to find several combinations, such as: .social, .project, guru.smith, ninja, .support, marketing, .agency, .brewery, .beer, .style, .fashion and so on.

Finally, this movement results in some marketing investment, cultural adaptation and depends on the natural evolution of the Internet in the global scope. The thing is that this scenario is really creating a new opportunity for companies, entrepreneurs, and people to stand out in The Internet and become even more competitive and innovative. And as soon as these segments are inserted in this context, the evolution of Internet will happen even faster.

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