What’s different about digital marketing in the cannabis industry?
Contributor Brett Middleton explores the current challenges and opportunities facing this budding industry, given the differences in local, state and federal regulations across the US.
The cannabis industry is one of the fastest-growing in the US, with a diverse and exciting startup landscape. And yet, it faces an uphill battle when it comes to search engine optimization (SEO), pay-per-click (PPC) and marketing.
There are no AdWords or Facebook advertising programs available and no current opportunities to advertise a cannabis company among any of the larger advertising platforms.
This seems unlikely to change until these products are legal at the federal level.
You can understand how Facebook wouldn’t want the attention that may come from allowing dispensaries or cannabis brands to advertise, even on a limited basis, in states that legalized it. That probably would not go over well in today’s political climate.
So, how are cannabis brands winning online, and what is different about digital marketing in the cannabis industry?