All of us watch our online competitors. This is necessary to a point. But one thing we need to be cautious of in watching what they're doing, is not to start a program copying them simply because they're doing it. Many of them are doing test runs to see what will stick.
The great thing about marketing online is that it has such low barriers-to-entry. How much does it cost to put up a web site, blog, do audio, or offer a podcast? Very little really.
This is one of several points that Mike May makes writing for Online Publishing Insider. He says concerning our competitors: "It's OK for your competitors to get it wrong. You're not obligated to keep step with them when they do."
The key point is that just because there is pressure upon companies to do something for the sole purpose that their competitors are, doesn't mean that it is something that should be done. Don't waste doing something simply because others are doing it. It could be that someone behind the scenes is selling a product or service, and that is the reason you're hearing so much hype. It's possible that it's not even successful.
It is a good thing to allow our competitors to do their testing and marketing to sift through what will or will not work. We will know when they've found out by whether they launch a full scale marketing campaign or not. With the speed and low cost of operating on the Internet, it won't take very long to put up our own products or services to catch the current trend.
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