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Twitter has been able to grow its ad revenue despite its struggles to grow its user base — at least for now. To make sure its decelerating user growth doesn’t deflate its ad-revenue growth, the company is planning a big marketing push later this year.

Twitter plans to roll out its first integrated marketing campaign by the end of 2015 and is in the process of hiring a CMO, the company’s CFO and de facto marketing head Anthony Noto said during the company’s earnings call on Tuesday. Mr. Noto said the campaign will promote Twitter’s upcoming Project Lightning, a new feature designed to curate tweets around live events that’s scheduled to debut in the fall.

The emphasis on marketing underscores one of the bigger issues facing Twitter’s business: It’s not attracting many new people to sign up for the social network. In the second quarter, Twitter only grew its number of monthly active users by 12% year-over-year to 302 million people. That figure doesn’t include the 12 million people in a given month who use Twitter via text messaging to follow specific Twitter users without registering their own Twitter accounts, which limits Twitter’s ability to target ads to that audience segment.

Continue reading at AdAge.com