Competitive analysis has become one of the most essential tools in any company's digital marketing toolkit. Throughout February, we've been talking about what companies can do to gain an edge over their competitors (and indeed, February's webinar delves further into this discussion). But what about companies that, for whatever reason, fall behind their competitors? Whether it's a lack of time, energy, resources or something else, when one company gains an edge, another company loses it. And that's realistic - most of us in business know that there are always setbacks.