One of my favourite authors, David Meerman Scott set this debate up in his book The New Rules of Marketing and PR a couple of years ago – and it continues.
The internet marketing ‘guru’s’ – you know, the guys who earn the big bucks with the giant mailing lists make a living out of capturing email addresses, however there is a growing school of thought that in ‘normal’ businesses – particularly in the B2B space that it’s a bad thing to insist on capturing addresses.
There’s a great post today from Michele Linn backing up David’s theory with three ‘aha’ moments – a thing we like here at Being Smarter.
Check out her post and see what you think.
