While brands are planning to up their digital marketing spending there are some signs that perhaps it might be better to get back to basics in online marketing.   The latest shot is Yahoo firing their number two executive after spending a lot of money to recruit him.  Ms Mayer’s tenure, which began in July 2012,  has yet to deliver meaningful profit growth to Yahoo as the company has failed to keep pace with broad gains in digital advertising spending.  There is plenty more to come.