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Now .anyone can have a .web .address

The principal agency and regulator of the Internet, ICANN, (The Internet Corporation for Assigned Names and Numbers), is poised to make significant changes to the web by lifting restrictions on the classification of domain names and allow new, customised web addresses.

The changes, issued in a recent press release will allow companies and individuals to purchase top-level domains (TLDs) that could end in almost anything they wished. For example, rather than have a TLD that ends in .com or a country-code TLD such as .co.uk, domains could end in .ebay or .london.

An lCANN official described the changes as “a milestone in the development of the Internet.” He added, “This will open up the Internet and make it look as diverse as the people who use it.”

Although an implementation plan still needs to be approved, companies will now be able to turn their brands names into domains while individuals could also use their own names. However, while the system is open to anyone, applicants will need to demonstrate that they have the technical capacity to be eligible along with the cost of setting up a domain name which is expected to be a six-figure sum.

ICANN said it would begin accepting applications for new domains in early 2009 with the first domains expected to be in operation by the end of the year.

Until now, domain names have been limited mainly by geography. The most widely used TLD is currently .com with around 71 million web addresses, followed by .de, (Germany) with 11.2 million and .net, with 10.6 million. The fastest growing TLD is China’s .cn with 10.5 million addresses.

Whether we are shifting into a cycle of recession or not, people will be looking to tighten their belts through fear, and and that includes your customers.

One of the first things that usually gets cut in a squeeze is the marketing and advertising budget. But, is that really a wise move?

Dare I suggest, it actual becomes a more important business function for generating sales. I would even go as far as to say that it actually creates a great opportunity for the rest of us. While your competitors cut their budgets surely there is a train of thought that says:

1. The ‘airwaves’ will be less congested with less competition. More opportunity for you to stand out.
2. Marketing costs (mainly advertising) will go down through increased competition. Have you tried to barter?

Another point to think about is that during any downturn, there are some businesses that actually thrive. Can any of these be your customers?

Why not look in to creating some specific campaigns? You may find that your marketing results will increase for being more defined. Whether it is a vertical market or horizontal - the principles can be the same. Try this whitepaper for more information - Vertical Marketing Online - and whatever you do, don’t talk yourself into the dark side.

Wicked tool here for creating cool tag (or word clouds) - Wordle.

This is the content of the About The Escape page

Did you know that one of the largest areas to be affected by slow broadband is Basingstoke?

Basingstoke and Deane Borough Council in partnership with ehampshire are going to establish the size of the problem.

So if you are having problems, the council would love to hear from you.

If you would like to find out more visit the council’s website

We are running a an e-mail marketing survey - 30 quick questions - the findings of which will be published at the beginning of July. Fancy filling it in? It takes about three minutes - I just timed myself.

If you get involved in marketing in any way shape or form, especially online and e-mail marketing, we’d love it if you would quickly zoom through and fill it in.

Complete the survey

Third party endorsement of your product or service is a great selling tool, breaking down barriers and creating a different perspective on why you are better than the competition.

This great article on Copy Blogger by Dean Rieck is well worth a read on the subject.

NB. You may take my advice and go read the article and, if you do because you value my opinion, you have just been subject to the power of a third party testimonial.

So, I did try and download Firefox at 0:00 on “Download Tuesday” but their server crashed. An hour later I managed it and am pretty pleased with the new version of the browser.

Seems I’m not the only one - see the live download counter - with over 10.3 million downloads less than 38 hours later. Hopefully the hype of version 3, Microsoft’s snail-like approach to software updates and Apple’s more closed approach to development, may see even more in-roads to the web browser’s market share ( Firefox currently has about 13.8% of the market).

It’s easy to promise with marketing.

And, it’s also easy for people to know if you live up to your promises. Which is why it’s always best to shorten the promise and over-deliver.

It’s 6.44pm on ‘download Tuesday‘ and I am still waiting to get on the Firefox website to download Firefox 3. Great browser, but I think your marketing boasts have just come back to bite you on the arse.

My Twitter account is already showing some disgruntled noises and Techcrunch has 115 comments from their post less than an hour in.

Paper prices are set to increase on 1st July with uncoated stock rising by as much as 8%. Current market rumours suggest there may be 2 or 3 rises this year.

As markets cross-over and starting up a business is as accessible as it’s ever been, it is inevitable that audience confusion can set in with increased choice. It makes sense then, that a cohesive brand is as essential as it’s ever been to differentiate your business and create engagement.

Here’s our new whitepaper - How To Create An Effective Brand For Your Business