Xerox sells big technology systems and services to businesses, and the firm recently began experimenting with Twitter paid advertising a couple weeks ago. The verdict so far: "An initial negative reaction from our more established clients."
That's according to Christa Carone, CMO at Xerox, who said some of her clients have suggested regarding Twitter advertising like Promoted Tweets, "You don't need to go this route." Carone spoke during this afternoon's Digitas NewFront event in New York. "I'm not sure it works for our campaigns and our messaging," she said of Twitter ads.
"I know that the CIOs of major companies are not going to be making a $5 million... deal based on their connection with Xerox on Facebook," she said. Same goes for more emerging social platforms like Pinterest, she suggested, noting that she's asked marketing colleagues, "Is Pinterest really where you want to go right now?"