We’ve never lived in a time where we’re bombarded daily, consciously and unconsciously, by a never-ending sea of advertisements.
Mail, radio, tv, email, text, phone, watch, video, podcast and a growing list other tips and tricks all in hope to secure the next customer.
As I read the latest edition of Community Impact for the Northwest Austin region, I was pleasantly surprised to discover a well-known brand advertising their annual face-to-face user conference using a .TO domain.
This 2-day, face-to-face user conference occurred last week in Austin at Palmer Events Center.
The ad itself is quite simple in that it invites Zoho users, referred to in the ad as “Zoholics”, to learn how to use the business software of tomorrow to transform and grow their business today.
What’s interesting to me about the domain choice is that Zoho choose to go with Zoho.to/austin instead of their .com address.
.TO, the country code top-level (ccTLD) domain of the island kingdom of Tonga, domains are not new by any stretch of the imagination.
In addition, a growing number of brands use .TO domains as an implied notion of “redirecting to” to track links and as a link shortener — one of the biggest brands being Amazon (amzn.to).
So mostly likely, the decision to use .to domain is likely made due to the desire to measure the effectiveness of print and digital ads (is my best guess).
When visiting Zoho.to/austin via a web browser, it redirects to the following url: events.zoho.com/zoholics-austin-2019.
In my opinion, I clearly can make the case for using the .to url over the longer .com. The biggest being the .to address is shorter and way easier to remember than the .com subdomain.
Zoho.to/austin is aesthetically more appealing and pleasing than events.zoho.com/zoholics-austin-2019, don’t you think so?