The theory behind the practical implementation of our services derives from connected marketing (CM), an evolutionary, inclusive approach to marketing communications – and to all business operations. It involves businesses connecting and consulting with people (employees, partners, customers, consumers, etc.) in order to create innovation and change that adds value to the business, rather than commanding and controlling people.

We’ve helped to formalise and develop the principles and practices of CM from 2003 onwards, drawing together insight and experiences shared by academics, consultants and practitioners around the world, who today number over 1,000 professionals in the CM Networking Group we manage on LinkedIn.

The journey our thinking has taken over the years is documented in four key areas:

Our book
Our research papers
Our press articles
Yooster customer participation & engagement services, the culmination of the latest development in CM theory and our years of practical experience.

If you’d like to commission a research paper or suggest a press article, please contact us. You can buy our book here, and you can apply to join the CM Networking Group on LinkedIn here.