Oops – Cahners Renames Without Owning URL
When politics rules — Cahners Business Information has decided to change its name to Reed Business Information to make corporate parent Reed Elsevier happy, despite the fact that neither company owns the URL Reed.com, which currently houses family news from an individual named David P. Reed.
How important is an easy-to-remember URL for a B2B company in the long run? Well in a Case Study we published today at sister-site, B2BMarketingBiz, public company National Instruments admitted they anted up the cash to buy URL NI.com after discovering that folks had a hard time remembering their former URL NatInstr.com.
The Web marketing director told us that that one tiny change made perhaps the biggest impact on their traffic growth.