In our latest Three Minutes With, Greta Norkute-Simanauskiene, account manager at Okens Domains, spoke with Jennifer Kite-Powell, Head of Content at Okens. Greta is on a strategic mission to help customers navigate increased domain threats to protect their brand and ensure domain management challenges don’t disrupt her customers’ business operations.
Jennifer Kite-Powell (JKP): Greta, I am always impressed by the energy and passion you have for your customers’ success. You are constantly seeking new knowledge and bringing that to your customers. Is this the secret to your success at Okens?
Greta Norkute-Simanauskiene (GNS): Yes! I am here to keep our customers happy–from the first email or call (which I prefer!) to daily support. My role and my mission are to help them manage their domains and provide solutions for domain-related issues to ensure domain-related matters do not impact their business.
JKP: I sometimes feel that the world thinks there is nothing more to getting a domain for their business than click and pay, but that isn’t the case, is it?
GNS: No, it isn’t. This is about domain management and finding solutions to manage a domain or hundreds of domains. There are a lot of moving parts to make that happen. From solving ongoing challenges to understanding needs and expectations around domain protection to navigating the issues that affect domain management, every day brings a new challenge, which I enjoy.
It’s not just about getting to know a new customer but also the story behind who the company is and who they are as well. Gaining trust from my customers is not only about their business but about understanding who they are and what they need to do their jobs to protect their digital territory.
JKP: That is an intelligent, humanistic approach. In helping them navigate curve balls, what types of industry shifts are affecting how iGaming operators work with their domain and brand?
GNS: Stricter regulations and changes in market demand are impacting and will continue to impact iGaming operators’ management of their domains and brands. Adapting to new legal requirements and safeguarding brand protection will be key to their staying competitive.
If they don’t stay up-to-date on regulations, surviving in the market will be impossible. If you want to be ahead of the market, you have to know what is happening so you can pivot fast. Cybersecurity threats are always a risk factor for iGaming operators, but brand protection through domains is critical in this ever-changing regulation and cybersecurity threat landscape.
JKP: Okay, so they are affected by a lot of things they can’t control, but they can control their domains, which safeguards their brand. How do you define the value of the domain to a brand today?
GNS: A domain is a dynamic asset that can fluctuate based on market trends, industry demands, and the brand’s visibility. It can quickly become a highly valuable asset or a target for impersonation. It’s essential for businesses to proactively manage their domains, as they can directly affect their brand.
Each brand should evaluate its domain as its highest asset, no matter how much it is actually worth. You never know how quickly your company will grow, and you can never know when your company name and brand will be a target by another brand, company or hacker. Customers must look at their entire domain portfolio to see where the gaps might be. Whether you just started or you are already king of your market, looking at your domain as an asset will help you protect it.
Domain value is not only about costs and price but also about the identity, trust, and image built over time with that domain. And not to scare anyone, but domain value can be easily affected if it doesn’t have guardrails around it. In the digital world we live in, the more you protect your domain, the more confident and secure you’ll feel and the more secure your brand will be.
JKP: This is a strategic and logical viewpoint. You must stay on top of domain industry trends and iGaming trends to guide your customers. What’s your strategy on that?
GNS: My role requires me to be educated not only on domain industry trends, requirements, and changes but also on the industries where our customers operate. Any new requirement, restriction, or market demand emphasises the importance of staying up to date for me and everyone here at Okens. We need to ensure we have up-to-date solutions in place to address any changes that may impact the domain industry.
I believe that one of my responsibilities is to spread knowledge and information about domains throughout the industry, especially in iGaming, to ensure people understand that domains are not only about URLs for brand names but legal and branding mandates (trademarks, local and global regulations, that you have to be aware of and prepared for. In the end, my job functions like a consultant to give them the big picture of everything that is out there and then advise on the best domain management solution for them.
JKP: Your consultant/coach approach is innovative. Even Bill Gates has been quoted as saying, “Everyone needs a coach.” As you look at the whole market for your customers, what are the biggest challenges iGaming companies face today when it comes to their brand?
GNS: That is a good question. One major challenge is domain impersonation, where scammers exploit growth gaps. Another one that happens more often than you would think is simply losing control of multiple domains due to poor management or forgetting to renew your domain. We also see customers underestimating what it takes to acquire a domain; it’s trickier than you think.
Domain impersonation is still happening, even if you are a global brand. There is a dark side market where people are looking for an easy win, trying to steal the traffic and all the brand’s hard work.
One more challenge for iGaming companies is operating everywhere and covering each market. This is not only because of business legislation but also because of domain availability and data security. Our goal is to make sure our customers can cover their portfolios in one place without taking a risk and extra work overlooking domains on different platforms.
JKP: So, after all of these challenges, what motivates you when working with your clients?
GNS: The people! I love working with diverse personalities worldwide. The fast-paced, dynamic industry keeps me engaged, and helping clients succeed is my biggest motivation!
Want to talk to Greta? You can contact her on her LinkedIn page or email her at [email protected]
