|What You Gain (and Lose) With Ungated Content
For a brief time in college, I spent my days working at Gap. As far as summer jobs go, it was pretty agreeable. There are worse ways to spend an afternoon than getting paid to fold giant stacks of faux-vintage t-shirts.
I also found out that you can learn a lot about marketing while working on the front lines for a big retailer. We were instructed to ask shoppers for email addresses or zip codes as they checked out, and I noticed that many customers seemed taken aback. They were hesitant to give away any type of information, even something as innocuous as a zip code.
This was one of the first times I realized that for consumers, any exchange of information with a brand is a transaction.
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This article was first published by Contently.com. A link to the original can be found at the bottom of the post.
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