Twitter has begun the process of hiring a CMO.

As of Q2 2015, Twitter had over 95% brand awareness across the most important global markets. Despite this enormous awareness, Twitter managed to achieve less than 30% penetration of users in these markets. This low level of penetration implies that Twitter has only reached early adopters and technology enthusiasts and has not yet reached the next cohort of users known as the mass market.

The management believes they have failed to do two critical things; firstly, they have not yet clearly communicated Twitter’s unique value and so that’s reflected in everything they do across product, content and marketing, and as a result, non-users can ask Why Should I Use Twitter?

Additionally, the company has not delivered on meeting the new potential user’s expectations of Twitter when they try the product. Simply said, the product remains too difficult to use. Jack Dorsey, Interim CEO believes that they need to simplify the product so everyone gets value from Twitter faster.

In short, the company has not yet communicated, ‘Why Should People Use Twitter?’ nor made it easy for them to understand, ‘How to Use Twitter?’ This is both a product issue and a marketing issue.

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A lot of other products in the past have overcome these same issues and have successfully made their transition to reach the mass market adoption phase and the management seems confident they can do the same.

The management is working as rapidly as they can to put Twitter in a position to launch an integrated marketing strategy and marketing campaign before the end of 2015.

Anthony Noto, Chief Financial Officer said, ‘We have begun the process of hiring a CMO and are encouraged by the quality of candidates that we are in dialogue with’.