Mutual Marketing entwines customer relationship management with social responsibility practices to build sustainable organizations.
We are business analysts in these areas, offering research, facilitation, and training services, to help clients collaborate with stakeholders, and respond innovatively to these market shaping forces.

On this page you’ll find jottings on the art of mutual marketing: use these ideas to inspire your own market thinking

A friend recently told me that the last London Marketing Society Conference was especially lively and resulted in chaos. Ethics, greenery, friend poking, all were on the agenda and hotly debated. The new heroes are from Facebook and Google, and the new lexicon includes authentic, engaging, and tribe. The conference was titled, new rules for a new world, but, Roger concluded, “I think the consensus is no one knows the rules…or maybe that is the rule”.

If this is the case, and we are indeed living on the edge of chaos, then 2008 promises to be a fascinating and exciting time.

Harbingers of chaos
In 2008 the harbingers of chaos can be summed us as revolutionary change in customer requirements across more diverse customer segments, a quantum leap in customer skills and a metamorphosis in business methods. In detail they include:-

• The rise in consumer power brought about by knowledge sharing and sated markets
• The easy collection and abuse of personal data in a world growing more security conscious
• A rise in socially responsible movements and the power of non-government organizations
• Shifts in global economic power and the creation of a myriad of consumer segments across the world. Whilst the emerging ‘middle classes’ or India and China are looking to consumer more branded good, consumers in Europe and America are starting to deplore the excesses of ‘consumerism’.
• A sea change in attitude and values between the younger technically savvy networked consumer and older, more independent generations!
• A growing need amongst consumers for identity and personal mastery. Leading to the search for, places to belong, kindred spirits and new skills.
• An increase in networks (or eco-systems) of organizations eg a supply chain, to tackle a global market, to fend off large predators.
• Technology that is teaching people new skills in sharing, research, publishing, connecting and activism. The economic downturn caused by credit and wholesale funding instability.
• The economic downturn caused by credit and wholesale funding instability