Global survey finds marketers see gTLDs as branding boost

A global survey conducted by the Internet Corporation for Assigned Names and Numbers (ICANN) has found that most marketing leaders see strong potential in generic top-level domains (gTLDs) to enhance brand presence online. However, awareness and cost remain significant barriers.

The research, which gathered responses from over 2,000 marketing leaders across Brazil, China, India, Mexico, Nigeria, South Africa, the UK, and the US, aimed to provide insight into current digital marketing trends and the level of awareness surrounding gTLDs. This comes as ICANN prepares to open a new application round for gTLDs in April 2026, marking the first such opportunity in over a decade.

Generic top-level domains (gTLDs) are the segments of a web address that follow the dot, such as .ceo, .menu, .charity, and .paris. Brands or organisations can tailor and manage these domains to specifically reflect their identity or purpose online. According to the survey, increasing brand awareness and visibility was cited as the top priority by 54% of marketing participants, and more than half believe gTLDs offer strong potential for strengthening brand presence on the Internet.

Despite this recognition, the research highlights a notable knowledge gap, with 32% of marketing leaders reporting unfamiliarity with gTLDs. This lack of awareness suggests that many organisations may miss out on the strategic opportunities custom gTLDs could provide.

Further findings from the survey indicate that once the concept of gTLDs was explained, 92% of marketing leaders said they could see potential benefits. The main advantages identified included enhanced brand differentiation (46%), improved customer trust (45%), better control over online presence (44%), and improved search engine optimisation (SEO) (44%).

19% of respondents stated that their organisations had previously applied for a gTLD. When asked about inhibiting factors, marketing leaders most frequently cited concerns over cost (31%), knowledge gaps (27%), and insufficient resources (24%).

The survey results showed regional differences. Marketing leaders in Nigeria (74%) and India (61%) were the most convinced about the branding and online potential of gTLDs. In contrast, opinions were more divided among respondents in China, where 50% saw substantial potential, but 49% characterised gTLDs as an unnecessary investment with unclear returns.

The timing of these findings coincides with a period of heightened challenge for marketing leaders. The primary business priorities for the next 12 months were identified as standing out from competitors (53%), attracting and engaging the right audience (52%), and keeping pace with digital trends (47%). Artificial intelligence was noted as the biggest expected trend in digital marketing over the next five years, with data privacy and security, as well as social commerce, also considered top areas of focus.

New gTLDs provide the ability for businesses, countries, sectors, or niche markets to create unique and descriptive online labels. Such domains can help offer users and customers greater confidence in the legitimacy and security of an organisation's website, addressing growing challenges around online trust.

"The New gTLD Program: Next Round presents an opportunity for businesses, communities, governments, and others to apply to operate their own secure space online, tailored to fit their organisation, community, culture, language, and customer interests. Now is also the moment for brands to consider applying for a gTLD, and this research tells us there is still a lack of awareness. ICANN can help provide information and raise awareness of the Next Round and the opportunity it presents for global communities, organisations, and businesses, including brands," Theresa Swinehart, Senior Vice President, Global Domains & Strategy at ICANN, commented on the significance of the upcoming gTLD application window.

ICANN is working to address the knowledge gap by developing resources to help organisations understand both the application process and potential opportunities of gTLDs ahead of the 2026 application period. The corporation also offers the Applicant Support Program, which provides financial and non-financial assistance to eligible applicants interested in securing a gTLD.

The research was conducted for ICANN by Focaldata in March 2025, involving marketing decision-makers such as Marketing Managers, CMOs, and Heads of Marketing in eight countries. The findings are published in the report "Understanding the gTLD Opportunity for Brands."