.SKI Domain Names Can Help Make Millennials Remember You
The world’s attention span is getting shorter, much shorter. According to recent research the average consumers attention span has reduced from 12 minutes 10 years ago to below 8.8 seconds. Our reduced attention span is worst amongst the most powerful consumers we all have. I’ll stop short of calling the millennial memory span shorter than that of a gold fish (9 seconds in case your are interested) but lets just say 25% of teenagers forget major details of friends and family.
How did this happen? Its really an alarming side-effect of our instant gratification, “always on” society. The cause of this is our increased access to distracting technology and the overwhelmingly huge amounts of on-tap data which acts as our brains external hardrive meaning we don’t need to retain information we might of one day required.
Shorter attention span in millennials is increasingly common among younger people, recent data has found, and it’s thought to be due, at least in part, to excessive reliance on technology.
So what should marketers do to grab the attention span of millennials, those born between the early 1980s and the early 2000s and also known as Generation Y and are estimated to have a combined global spending power of $2.45 trillion in 2015 but have the attention span of a gold fish (there i said it).
It’s more important than ever to engage consumers quickly and interactively in ways that weren’t possible and/or necessary in years past. One of the best ways is making it easier for consumers to remember how to get to important information. Once of the best ways to do this is through the channel that generates 2/3 of all internet. Direct navigation is a simple and effective way for consumers to reach your website, but with a long or irrelevant URL most consumers will probably not remember it.
A shorter web address can and should mean more if you want your message absorbed by the average consumer. New gTLDs like .ski are perfect for these purposes. Not is .ski relevant to the market you want to attract it also provides an immense amount of choice for marketers. Keep these four tips when picking a great .ski domain to assure your message is on point:
Focus on what’s most important. Use the most important messages and then minimize or delete the rest. For example if you own a ski rental company consider rental.ski rather than skirentalsinvail.net. With all the “noise” out there competing for our consideration, keep in mind that the attention span of the average adult is about the same as a goldfish.
Keep messages succinct and on-point. Shorter is better, for example copper.ski is better than coppermountainskiresort.com. This reduces the amount of mental effort, and therefore maximizes your mission.
Establish trust and value by not over stuffing your web address. With short and relevant domains consumers understand that your brand is one to be trusted and therefore worth at least a glance or mouse click.
When we look at 6,000 currently registered .ski domains to help back up the value of a shorter domain we begin to see some clear trends emerging.
- Only 6% of .ski registrations contain the word ski or skiing. Registrants are seeing the the extension (.ski) as a clear identifier of the content and intent of the site.
- The median length of .ski web address is only 8 characters long. Super easy to remember.
- With a .ski domain name a registrant in the snow sports business can reduce their total web address length by 3 – 6 characters.
- Looking at ski resorts we can see that 231 resorts have been able to secure names that reduce the overall length of the web address.
- Looking at the athlete community we see the atheletes such as Willie Borm, Maggie Voisin and Jared Goldberg to name but a few can now direct people to www.willie.ski, www.maggie.ski and www.jared.ski which are much shorter and easier to remember.
Many more examples are showing up daily on the internet. With shorter attention spans making us work harder to win and keep the attention of consumers is that really such a bad thing we all bet better, shorter and more catchy web addresses that communicate more concisely? I don’t think so. But if you don’t believe me, ask a millennial (or your goldfish).