When launching a campaign, consider more than the website's content -- consider what URL will reel audiences in.

Traditionally, generic domain names such as Vodka.com or Seniors.com were not sought after by established companies because the companies did not understand the benefit of using domain names to extend their brand or web presence. This has changed as companies now have integrated campaigns, using important keywords to drive traffic online. For example, Russian Standard Vodka purchased Vodka.com for $3 million and is now using it for a teaser campaign.

There are a number of reasons why utilizing a generic domain name in addition to the company or brand name can make a marketing campaign more effective. For one, using a keyword in the domain name can help drive traffic through "direct navigation." Vodka.com provides a good example of this, as a web surfer interested in Read the complete article on online...