New Global Research Highlights Strong gTLD Potential for Marketers Amidst Knowledge Gaps
A recent worldwide study commissioned by the Internet Corporation for Assigned Names and Numbers (ICANN), released on May 20, 2025, uncovers a fascinating paradox within the digital marketing sphere. The survey reveals that a remarkable 92% of marketing professionals globally acknowledge the significant opportunities presented by generic top-level domains (gTLDs). Despite this widespread recognition, a substantial knowledge deficit is impeding brands from fully leveraging these unique digital assets. Specifically, 52% of marketing leaders surveyed expressed a firm belief in gTLDs’ robust capacity to amplify a brand’s online footprint, yet the path to adoption is often obscured by a lack of understanding regarding their practical application and benefits.
Unpacking the gTLD Opportunity and Remaining Hurdles
This comprehensive research encompassed over 2,000 marketing leaders spanning eight diverse nations: Brazil, China, India, Mexico, Nigeria, South Africa, the U.K., and the U.S. Its primary objective was to paint a clear picture of the evolving digital marketing landscape and assess the current levels of awareness surrounding gTLDs – which are essentially the characters (three or more) that appear after the “dot” in a web address. For businesses in emerging markets, including the vibrant tech scenes of Nigeria and South Africa, understanding gTLDs could unlock new avenues for market differentiation and digital identity. The survey’s findings underscore that while the potential for enhancing brand presence online is widely perceived, tangible barriers persist. These include a clear knowledge gap about how to effectively utilize these domains, alongside concerns over initial costs and general awareness of their strategic value. This insight comes at a critical juncture, as ICANN prepares to open the next application window for new gTLDs in April 2026, offering brands a unique chance to claim a truly distinctive online address.
Ultimately, the ICANN survey illuminates a dual reality: gTLDs are recognized as powerful tools for modern brand building, yet their full potential remains largely untapped due to existing knowledge and awareness deficits. As the April 2026 application window approaches, there’s a clear call for marketing leaders to bridge this understanding gap. By doing so, they can strategically harness generic top-level domains to carve out a more impactful and memorable presence in an increasingly competitive digital world, transforming perceived barriers into competitive advantages.
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