I tend to avoid the relatively new trend of LinkedIn “collaborative articles” where you’re asked to chime in as an expert to answer a question. These AI-generated questions tend to attract AI-generated answers, and, in my opinion, are ruining the genuine connections that made LinkedIn interesting. By Jack Monson

I tend to avoid the relatively new trend of LinkedIn “collaborative articles” where you’re asked to chime in as an expert to answer a question. These AI-generated questions tend to attract AI-generated answers, and, in my opinion, are ruining the genuine connections that made LinkedIn interesting.

But one recent request to contribute pulled me in: Your competitor launches a last-minute similar product. How will you adjust your advertising strategy?

I raced to reply. I couldn’t help myself!

My response was: Do not adjust your advertising strategy.

I’m in the minority on this one. Many people dogpiled on this topic to share how they would react and change strategies. We saw ideas that ranged from somewhat reasonable tweaks to full panic. At times, some marketing pros appeared to live for the occasion to show how fast they can take flight in a new direction. Perhaps they felt that this made them look innovative and adaptable.

Reacting in marketing and advertising is often a mistake. It’s usually better to stay the course.

Have some confidence

You previously made a decision to chart a certain path with your advertising. This decision was probably made in consultation with your executive team and perhaps an agency which your brand has employed.

Assuming this was done in a thoughtful process with your organization in mind, why would you let some competitor mess with your head? Be bold enough to follow the ad strategy that was created without outside influence.

Be true to your own vision

I’m not advocating that you never alter your targeting, budgeting, or other parts of an ad strategy. I am saying that sensible alterations should come from inside, not from reacting to a competitor’s impulse. If anyone, especially a competitor, can talk you out of holding your position, perhaps your position is not very strong.

Don’t waste your time and resources

Winston Churchill once said, “You will never reach your destination if you stop and throw stones at every dog that barks.”
He never saw the dynamic nature of constantly changing digital ads in the current marketing landscape and the fast-paced changes coming from competitors. But he knew that frequent changes in direction and costly retooling generally lead to failure.

Jack Monson

Jack Monson is the host of Social Geek, home of the No. 1 podcasts in franchising and the CEO of Brand Journalists. He has been working with franchises brands and small businesses in marketing for 15 years. socialgeekradio.com