Digital Marketing 101 For The Cannabis Industry

Jon Lowen, CoFounder of Surfside.

There is a common misconception that cannabis brands and dispensaries are unable to market their businesses using modern day digital advertising tools.

While it is true that the major players in online advertising (e.g. Google and Facebook) have severe restrictions or outright bans on advertising cannabis and/or hemp products via their advertising platforms, there are digital advertising solutions (such as Surfside) which cater specifically to the cannabis and hemp industries that can be equally or more effective in helping a company acquire and retain customers. 

The best of these solutions make use of the same cutting-edge tools that mainstream digital marketing providers offer, including data modeling, intelligent targeting, and programmatic advertising.

However, effective digital marketing takes more than the right tools — you also need the right strategy. Here are some tips that can help maximize the impact of your digital marketing efforts:

1. Get to Know Your Customers

The most important thing a company can do in order to accurately target new and existing consumers is to understand who its current customers are and how they are interacting with the brand.

This means being able to track every touchpoint a customer has with a company in both the physical and digital worlds. These kinds of interactions include purchases, brick and mortar visits, social media interactions, website visits, and participation in loyalty programs or other offline events.

Aggregating all these siloed events and creating a single-view of the customer allows a brand to see all the different interactions a consumer may have with a brand to better understand what touchpoints are leading to certain actions.

Understanding how customers enter and exit the purchase funnel will allow you to influence existing and new customers at the right moment and location in order to continue to grow your business.

2. Personalize Your Message

Once …

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