Who's your Go Daddy? (Bob Parsons)
Who's your Go Daddy? (Bob Parsons)
Sloan P. Business 2.0, December 2006, Vol. 7 No. 11, Start page: 127, No. of pages: 6
Purpose – to profile Bob Parsons, CEO of Go Daddy, an internet domain name registration company. Design/methodology/approach – outlines Parsons’background and career to date. Describes his use of attention-getting tactics and controversial comments, in order to generate publicity for his activities. Comments that this has raised public awareness of the Go Daddy brand and brought Parsons accolades as a brilliant marketer. Draws attention to some of the topics covered during his weekly satellite radio show Life Online, noting that while some are contentious, most issues are of direct relevance to the development of the internet. Comments briefly on a proposal to allow the very sign to increase prices of dot-com names and on the European Union’s launch of “.eu”names last spring. Points out that Parsons was the first domain name registrar to offer superior round-the-clock customer service, adding that in this low-margin business most of the profit comes from selling additional services to customers. Explains that giving a Go Daddy a recognizable, if controversial personality has proved to be a highly successful marketing ploy. Originality/value – concludes that Go Daddy is well placed to cope with large competitors entering the market to meet rising demand from individuals and companies wishing to build an online presence.
Keywords: Go Daddy, Internet, Marketing strategy, Web sites
