Twitter looks to ‘clear brand proposition’ to turn awareness into usage
Speaking at the J.P. Morgan global technology, media and telecom conference yesterday (20 May), Noto confirmed he is now in charge of marketing.
He said the decision was made to “elevate the importance of marketing” at board level and make it a “key component of everything we do”.
“Marketing really needs to permeate product, it needs to permeate content and it needs to permeate media,” he added.
Defining the brand proposition
The social platform has 90% global brand awareness, according to Noto, but that hasn’t translated into usage. He said Twitter has less than 30% penetration of the social and digital mobile market.
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Source: Marketing Week
