One of the greatest strengths of the internet is seen when a customer in one country engages with a brand in another. The internet has enabled companies to grow in influence and reach customers far beyond national boundaries in ways that could not have been foreseen even a decade ago.
One of the few places where national boundaries are still apparent online though is in a brand’s domain name. By using a domain name tied to a country, such as one ending in .uk, .ru, or another country code top-level domain (ccTLD), a brand can signal to the world its country of origin.
This is great for a company that only wants to engage with customers in their home country. However, for a person attempting to access content from abroad, a domain name ending in a ccTLD may be difficult to remember due to its unfamiliar syntax. Companies seeking to connect with a global audience can’t afford to have the address for their digital storefronts be limiting in any way. For this reason, it is usually best to select a domain name extension that people are globally familiar with, like .com and .net.
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