Um, where do I go for more information?
Take a look at this ad from the most recent issue of The Economist. What’s missing?
Yep, no domain name. No way to find out more.
It would be one thing if this company were a household brand, but most people haven’t heard of it. That’s why it’s advertising.
In fact, when I looked at the ad, I couldn’t quickly figure out what the brand was. Globality seems more like a slogan/tag line than a brand and the color blends in with the other text.
But the company is Globality and uses the domain Globality.com.
A couple of years ago Slack ran an ad in The Economist without a domain name. It added the domain to future ads. Don’t be surprised if Globality recognizes its mistake and adds its domain name in future ads, too.
H says
I see it that they perceive .com as default option, and expect their audience to as well.
Charles Christopher says
Entering Globality into Google resulted in all first page return results being for, or related to, the right company.
While not a household brand, the string was unique enough to get me to them with no ambiguity. Not saying I support lack of a domain name, but does show that fairly unique strings work as desired.
Andrew Allemann says
I get two non-company results including a Wikipedia page not related to the company as well as a health company with the same name
Charles Christopher says
You are right, I was wrong, sorry about that. Did things too fast again.
Mark says
Hi Andrew,
This is a perfect example showing the importance of a call-to-action. An effective advertisement will specifically direct a reader what to do and how to do it. For instance, “Learn more about how to grow your business by calling 1-800——– or visit us online today at Globality.com. The best call-to-actions are easy to understand, easy to follow and give a specific benefit. To assume a reader is going to Google the name is a mistake.
Data Glasses says
Came up no 1 in Australia, to assume everyone will google it is silly
Patrick says
Comes up #1 in Canada with voice search no dot com in inquiry.