While I agree that you should not take your competitors for granted, it is also true that you should not be distracted by each and everything your competitor does.
Truly understand your marketing objectives and how you will get there. Take into consideration things your competitors does that will throw you off your target. And this obviously doesn’t mean everything. So have a way of analyzing things your competitor does. Make a decision and move on.
“When you are hunting elephants, don’t get distracted chasing rabbits.”
– T. Boone Pickens
Are you easily distracted?