Just because your competition does 'it,' doesn't mean it's worth it, warranted, or necessary for you to do 'it,' too.

Blindly copying competitive marketing tactics means you're assuming they have the same budget restraints, performance indicators, checks, measures, and analytics in place that will indicate there's a beneficial return.

But a beneficial return to them, not you.

For all you know, they're pursuing tactics without a single ounce of strategy or concern for ROI.

Maybe they had some extra money to spend before the end of the fiscal year, maybe they're testing something new, or maybe they haven't a clue.

Now you're no better off copying their no-strategy tactics, just because they did it first.

If anything, you're deeper in the hole by replicating somebody's random, no-win strategy.

Ultimately, your marketing tactics need to make sense to you.

They need to fall within your plan, your performance indicators, and your strategy.

You owe it to yourself to look past the they did it, so that suggests we need to do it too mentality.

You need to investigate, you need to dig-in, you need to innovate for yourself.