Damien Mulley, one of Ireland’s most influential bloggers, is giving away his Guide to Online Marketing. He normally only gives this to people who pay for one of his training courses, but decided that in the true spirit of today’s Internet he would make it available to all and allow anyone to use it. The only condition on this was that 103 people left a comment on his Mulley Communications blog saying that they would like a copy. Four days later an there are over 180 comments!

Why should you read this document? Well to quote from Damien’s introduction:

Marketing has changed.

Traditional advertising does not work, brochure-like websites do not work, the web has given people ultimate freedom of choice and of goods. When there are no monopolies and constrictions, interrupting people’s lives is not effective marketing anymore.

There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. – Cluetrain Manifesto

“If the news is important, it will find me” – some random mySpace user

An online marketer now needs to find where people are congregating online and needs to engage them in a meaningful way. Be it in matching with what they are looking for, watching how they interact and understand what they’d like or listening to their natural opinions on your company or market and reacting to that.

Click here to download your copy. Don’t forget to leave a comment to say thanks to Damien, and if you do use his doc give him a mention.