Members,

I disagree re the comments that generic names have little value.

I have direct experience with clients that benefit from exclusive exposure
under a generic website.  The benefits are considerable!!

The corporates that acquire the www.(generic).com.au names should have a 2
website strategy whereby:
  a.. Website 1 focuses on those Customers/Users already known to the
organisation.
  b.. Website 2 (with its own DNS etc) acts as a 'shop front' that links
Non-customers/Users who aren't aware of the organisation's existence.
Generic websites have value, the value depending on the popularity of the
generic word, because:
  1.. 90%+ of Internet Users are not really internet savvy and generally
approach search via a branded search portal or they use the Yellow Pages
approach of simply typing in a 'generic' category to align products and
services with unknown suppliers.
  2.. English generic words are the easy to recall - global language, so the
audience reach is global.  Obviously from a 'reach' come 'sales'
perspective, www.travel.com.au will have wider global appeal than
www.bricks.com.au
  3.. Generic websites require less promotion than non-generic websites so
the ROI is higher, ie, once Australian Users get used to (say)
www.wines.com.au they will automatically test www.cars.com.au or
www.toys.com.au and so on, so the FREE feeder process is a significant
benefit to advertisers.
  4.. Advertisers enjoy exposure under a generic website as no other form of
offline or online promotion can match the level of guaranteed direct access
to 'qualified' eyeballs as generic websites automatically target and attract
interested Users.
  5.. Given the high degree of un-edited and irrelevant search results,
Users are drawn to seeking out generic websites as they know the content
will be relevant.
Comments like 'Why would one go to www.auctions.com.au when one could go to
www.ebay.com.au ?' overlooks the underlying reason for promotion.  My
retired parents use the Internet and they know what an online auction is but
asked me what an e-bay is!!

Most company names don't reflect the nature of the product or service
provided, therefore, companies will use a range of advertising mediums to
align the two.  Generic websites are a powerful way of doing this - as is
Yellow Pages or niche magazines etc.

Once known and an enjoyed experience, Users will remember Ebay next time
round.

Let there be no doubt that an advertiser having a combined corporate and
generic website will have a competitive advantage.

Just a few thoughts

Have a *Safe and Happy Holiday Season

Phil Wright
Internet Marketing Consultant