I have been management around 30 brands in the services related to consultant and reputation development. In all of those, I always ask twice what´s the story? What is the brand position about it? The PR Role industry has grown and changed after the pandemic.
Trying to cheat journalism with information that appears valuable is a waste of time and money for the marketing budget. For that reason, hundreds of content marketing daily go to the trash box in newsrooms, and customers subscribe to newsletters.
I think for having successful and valuable content that doesn’t look like “the Trojan Horse Marketing” good research and approach with the intention to the customer is mandatory before starting the diffusion campaign.
In this sense, selling trojan horse marketing more than unethical is unnecessary because now the customers can identify, scroll and easily have attention to other brands that gave, figures, facts, useful tools, and tips to develop or increase their value.
If the marketing goal is to build relationships, the brands have to understand, assume , take a position, and create valuable content and listen to professionals that guide their choices to maintain long-term sales and engagement.
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Topic: Is «Trojan Horse Marketing» unethical, or is it just part of doing business
