Hello,

Since the beginning of the year there have been a slew of reports commenting on the trends and patterns we are sure to see in 2008. Believe this: trends and new "big ideas" are only relevant relative to their impact on your business.

Some of our clients have concerns about Web 2.0 because they don't want to fall behind the curve. Our answer to them is the same as it would be to any pharmaceutical brand manager or healthcare marketer out there - Web 2.0 programs are only tools. Not every brand needs a MySpace page. Not every company needs to inhabit the Second Life virtual world . But the participatory web offers a wide variety of community building features, and there may be one that is right for your target audience.

In a study conducted with senior marketing executives from MENG, researchers from Anderson Analytics reported in late 2007 that the most important marketing trend would be marketing basics. After all, online marketing is all about building relationships and communicating. Humans have been doing this for millennia. Web 2.0 applications just allow us to do it in a different (and sometimes more effective) way.

There are many ways that Web 2.0 has enabled us, as marketers, to expand our opportunities for conversation. Just last month, Wendy White, Siren's Founder and President, started her own blog, SirenSong. We think it's a great way for her to communicate her ideas, expound upon Siren's philosophies, and examine this medium.

It's understandable to get wrapped up in the next big idea. But measured, careful consideration of your marketing values and fundamentals will help to illuminate which tools are useful and those that are best put aside for now.

Sincerely,

Frieda Hernandez