Company debuts new image and simplified user experience.
GoDaddy rolled out a new marketing program and site enhancements today that are a big step forward from its old marketing approach.
A couple years ago the company decided it needed to show that it was a serious tech company. The result was a sort of Jekyll & Hyde in its TV commercials showing its tech side…right next to a scantily clad woman.
But this time the company is dropping the provocative women altogether.
The new marketing campaign features the simple slogan It’s Go Time. It’s all about helping people and companies get online and realize their goals.
It’s Go Time will go primetime this evening with a commercial during the first game of the NFL season. I suspect there will be some talk about it in the ad world tomorrow. (One of GoDaddy’s new ads is embedded below. There are no naked women – or women at all – in the commercial.)
A new company video, Manifesto of Kick Ass, shows GoDaddy employees explaining that the company helps you get online and grow your business. This may be the first time I’ve heard “monetize” in a GoDaddy promotional video.
The intensified focus on GoDaddy’s core capabilities shouldn’t come as a big surprise. GoDaddy has a new boss who wants to focus on a simple message of helping people get online.
There were hints of this change earlier this year when Danica Patrick disappeared from from the GoDaddy.com home page. Now it’s all about products and real customers.
There’s good news for existing customers, too. It’s Go Time is more than just a new marketing image. GoDaddy is also streamlining its purchase process for domains, hosting, and SSL certificates. I’m told there’s more to come.
The checkout process, frequently the butt of jokes for its numerous cross-sells, is now easier.
The clutter, which certainly would have spoiled the spirit of “It’s Go Time”, is disappearing.
Oh, and new TLD applicants will be happy to see that GoDaddy has followed through on its promise to drop the .com from its logo.