By now you are probably aware of the usefulness of URL shorteners, the miniature links that can be easily shared through social media. However, the use of URL shorteners often leads to a loss of identity, as your poignant article or captivating advertisement is hidden in a generic shortener that looks like this: http://cli.re/shorturl.
A new innovation in URL shortening aims to address this problem, and it’s likely that you’ve already encountered it. Custom short domains enable brands to maintain their identity while still creating useful short links. A popular example of this trend can be found in tweets from the New York Times. While their domain name is nytimes.com, their shortened domain is built off of http://nyti.ms – short and useful, but still carrying the brand identity vital for reader trust. Creating a custom shortened domain is critical for your marketing agility while maintaining your meticulously built brand consistency and visibility.
