Your top level domain needs to retire

Brace yourself for something that will either strike a chord with you or something that will make you pity deeply the people that endure my soap-box rantings.

Yes, I did say your top-level domain (TLD) needs to go buh-bye.

Now I know that it has your brand on it and great content including links for investors, links to all your social sites, pages with glamorous photos of your execs and on and on……

My point being here and the chord I hope to strike is: your customer doesn’t care. They want from you what inspired them to get interested in your brand in the first place. And whatever that is it had better look really good on a mobile phone or else you’re toast.

Does your brand do TLD landing page takeovers synchronous with your TV ads? My bet is no. Do you place imagery on your TLD that is thematically aligned with a TV ad campaign with a mobile-optimized action-based takeover? Again, no. But, invariably, you’ll direct them deeper into your site. The clock is now ticking and your brand reputation is on the line.

Back in history, the internet was born from parents that were hierarchical and they loved files and files in files……see the gents in the photo above.

No joke. The internet was devised for entities (governmental, collegiate, research-related, etc.) to place large data sets online for remote access by peers. Large data sets with what you’re looking for buried in there somewhere. (Just search for it. LOL)

This means that for mobile visitors to your TLD what they want in the micro-moment of inspiration, i.e. instant gratification on their phone is not there on your landing page. It’s probably somewhere inside a folder/page on your TLD.

Anyone starting with your TLD means rummaging through page after page in the hopes of finding their inspiration for being there.

It is an oft-stated metaphor by your humble author that today’s TLD-driven internet is a TOTAL MISMATCH for smartphone behavior.

Hierarchy makes things pointy and thin at the top and bigger and more difficult to navigate and find what you’re looking for as you “drill down” and “search”.

Never mind the fact that search brings “results” which is code for “your brand inspired them but your competitor paid more to be higher in the results than you. Thanks for the lead you brought us!!”

The internet today is deeper than it is wide. Its too deep for mobiles.

Look at the size of popular mobile content and formats. It’s measured in seconds and characters not file counts, page counts or GASP, visits to your TLD or how many results were fetched in milliseconds.

The proper mobile internet, to me that is, should be about an inch deep and equipped with an easy, fast, sleek way to enter the mobile internet at any point, get what I want (and what the inspiring brand wants to-my interaction and attention) and thus be instantly satisfied.

The mobile internet should dispense with hierarchy and so should your TLD.

Dale Knoop leads a great team working to make TRE the global standard for micro-moment brand engagement. Using a simple numeric code any brand can present their TRE code in TV, video, video games or their product packaging and take their customers and brand fans to exactly what they want, exactly when they want it. No searching through results, no foraging around your website-just customer pleasing instant gratification. Oh yeah, and there’s real-time attribution and an ongoing brand immersion. Watch the TRE video on YouTube here.