Opinion: Doubling down on digital basics

Something feels odd. A consumer goods marketer can use sophisticated tools to identify the next best thing in emerging technology, but at the same time often can’t even be sure the company’s digital media spend was seen by the right person. Instead of following what’s trendy, let’s focus on what’s effective. Let’s excel in a strategy that works. Listed here are the brilliant digital basics, which is everything we’re already doing—just a lot better.