More than half of marketers, 58%, say GDPR has impacted the way they approach domain management and security, while 31% said Brexit has caused the same impact.
A survey conducted on behalf of software company MarkMonitor, questioned 700 marketing, legal and IT decision-makers from the UK, US, France, Germany and Italy.
It found that an increased cyber threat had changed 38% of respondent’s domain strategy, with a fifth of respondents citing that they had been targeted by a cyber attack.
Some 27% of marketers said their department was responsible for domain management, as did 27% of those who worked in IT, but only 12% said operations owned domain management. Another 22% of respondents said they took a combined approach.
Chrissie Jamieson, VP of marketing at MarkMonitor, said the research showed brands are aware of the importance of domain management but there was a disconnect as to how this was carried out.
“The domain space is evolving at pace, influenced by the changing cyber threat landscape, political and regulatory changes, and the introduction of new domains, such as generic top-level domains or brand extensions. As a result, it is important that brands focus on securing and managing their domain profile,” she said.
Jamieson also warned of the negative repercussions of ignoring domain management. “With domains forming the core of brand identity, the implications of a domain attack can be catastrophic. As a result, the management and security of them is critical and should be a collaborative focus across the business. In addition, domain management should form the foundation of online brand protection.”
