Irish Marketing is an original marketing approach developed by Mykhailo Sheludko.
It is built on a simple idea: marketing can be ambitious, competitive, and aggressive in pursuit of attention and growth without becoming aggressive toward people.
The approach combines strategy, experimentation, storytelling, analytics, creativity, and direct communication. It encourages marketers to compete hard, question established practices, test ideas in the real world, and make decisions based on both evidence and common sense.
At the same time, Irish Marketing rejects manipulation, artificial urgency, dark patterns, and communication that treats people merely as targets or conversion numbers.
That tension between competitive energy and human respect is at the heart of Irish Marketing.
The name does not mean marketing for the Irish market.
For me, Irish represents a certain character: independent, energetic, sociable, direct, resilient, humorous, and slightly rebellious.
Irish Marketing borrows that spirit rather than claiming a geographic specialization. It is a way of approaching marketing with confidence and personality while remaining open, approachable, and human.
The name also reflects an important part of the philosophy: brands do not have to become cold, corporate, or anonymous in order to be professional.
Mykhailo Sheludko is a Ukrainian digital marketer, strategist, and former journalist who developed the Irish Marketing concept.
His approach has been shaped by work across digital marketing, analytics, advertising, content, SEO, public relations, and marketing strategy.
A background in journalism has also influenced the way Irish Marketing treats communication: ask the right questions, understand the context, look for evidence, speak clearly, and respect the intelligence of the audience.
Rather than presenting marketing as a collection of tricks or universal formulas, Sheludko treats it as a discipline that requires judgment, experimentation, curiosity, and an understanding of people.
Irish Marketing brings these ideas together into a developing school of practice.
Irish Marketing is not a rigid methodology with a fixed sequence of steps.
It is a way of thinking about marketing.
It asks marketers to understand the business problem before selecting a channel, to distinguish strategy from tactics, to test assumptions instead of blindly following frameworks, and to balance short-term performance with long-term positioning.
It can be applied to content, advertising, SEO, social media, email, analytics, product marketing, and broader business strategy.
The tools and channels may change. The underlying principles remain.
Attention is competitive. Good marketing should not be afraid to challenge competitors, take positions, experiment, or communicate with confidence.
People are not merely leads, clicks, or conversion opportunities. Persuasion is legitimate; manipulation is not.
Tactics should follow diagnosis. Before launching campaigns, marketers should understand the audience, business model, competitive environment, and actual problem they are trying to solve.
Frameworks are useful, but reality has the final vote. Irish Marketing values experiments, measurement, failures, and adaptation over rigid adherence to fashionable models.
Clear language, personality, humour, storytelling, and honest argument usually create stronger communication than corporate jargon.
Irish Marketing is intentionally a work in progress.
The project brings together original frameworks, essays, experiments, observations, and practical tools developed from real marketing work.
Some ideas address specific problems, such as converting attention into sales or balancing short-, medium-, and long-term marketing goals. Others examine broader questions about how marketing should work in changing technological and social environments.
The aim is not to produce another universal marketing doctrine.
It is to build a useful body of ideas that marketers can question, test, adapt, and improve.
The long-term goal of Irish Marketing is to become an independent school of marketing thought and practice: practical enough to use in real campaigns, critical enough to challenge established assumptions, and human enough to remember who marketing ultimately speaks to.