As an engineer who study marketing (or attempt to), I wanna subscribe to the belief that we should strive to gain permission rather than actively interrupting people for attention.
At the same time, as a bootstrapper I also has no money for AdWords (or any channel of that kind). Sure, we hear people say "build a product so great that it will spread itself." (I'm also aware of Dharmesh's Inbound Marketing).
I've read about equally enlightened entrepreneurs who started their campaign by blasting emails, essentially interrupting their way to create awareness. Press releases are still being practiced. And I'm sure you've also seen Facebook friends who blatantly promote their stuffs in your feed.
I sometimes suspect there's a taboo in the scene that everyone is doing spam in one way or another but no one admits that after they've gotten the success. (I hope I'm wrong)
So my question is this: is interruption totally evil?
- If so, is creating inbound content the only hope?
- If not, what kinda interruption is acceptable and what is not?