Domains are critical digital assets for organisations. The value of them increases over time, especially those used for branding purposes. But sometimes things go wrong. The risk of cyber- and typo-squatting is a real threat to every organisation but in many cases, the greatest problems are the result of something happening, or not, much closer to home, as our seven deadly sins of domain registrations show.
Having created our whitespace analysis and gained an understanding of what domain names are missing from the domain name portfolio, it is now time to create the strategy for rightsizing and start to deliver the value back to the business.
The first step in understanding the right size of any organisation’s domain name portfolio is to find all of the domain names which have been registered. Almost every organisation will say they have ‘too many domain names’. In many cases, they are right, which is one of the objectives of the rightsized portfolio audit.
Learn more about our ten principles of effective portfolio management. These have been designed to help us and our clients recognise what’s working well, identify areas for improvement and embed best practice into every domain name team. They are applicable to all domain portfolios, irrespective of size or sector.