There are a lot of factors on which to base your choice of media and creative. What your competition is doing shouldn’t be one of them. And yet, many companies place media or make decisions on copy or design based on exactly that — because the competition is doing it. But what if the competition is wrong? Now you’re wrong, too. You certainly need to be aware of your competitors’ marketing efforts, but matching them note for note is rarely effective. Choose the media that best align with your ideal prospects. Make creative decisions that best position your brand as unique and preferable. Then you can ignore what the competition does.