The pandemic is forcing companies worldwide to find new ways to stay afloat and retain their customers, shifting their attention from live events and traditional marketing. That’s why cannabis companies are looking into digital marketing. They are trying to expand their online presence and promote their business, as the COVID-19 economic crisis keeps ravaging the international markets.
In search of customers, cannabis companies are very creative. However, currently, their actions are also hindered by the coronavirus pandemic. On the 4/20 holiday alone, thousands of events could not take place, even for marketing purposes. Moreover, the advertisement in the local newspaper is pointless if shops have to remain closed during the pandemic.
In addition, the friendly expert advice provided by the Budtender is also lacking at the moment. Cannabis consumers and hemp patients are increasingly ordering online, and have the cannabis-based products delivered to their homes. That’s why cannabis companies have to rely on digital marketing in order to expand their business.
It is quite possible that this convenient form of ordering will be retained by many users even after the global pandemic will end. As so, cannabis companies are permanently challenged to find new approaches.
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Online marketing opens infinite possibilities for the cannabis sector
Twitter and Instagram have long been popular for cannabis marketing. Consequently, sellers often start their own hashtags or are very active in social media. There are live streams on Facebook or Zoom, and the digital information about hemp and cannabis is accordingly spiced up on all channels.
Furthermore, explicit advertising agencies for cannabis are playing an increasingly important role – the platforms often have special rules, filter out unwanted content. That is why an appropriate strategy and sensitivity is crucial, while at the same time delivering a powerful advertising message.
Social distancing, the new normal for cannabis consumers
A company in Denver, for example, has recommended that people simply combine social distance restrictions with cannabis consumption. Still, it’s not just about smoking cannabis, there are other options, exciting products or even a 4/20 bingo – somehow bored people find ways to make hemp a real entertainment experience.
There is practically live transmission from the dispensary as a hemp specialist shop and joints are rolled or information is given on the therapeutic features of a type of grass. Customers can exchange information with the sellers in real time, practically like in a live casino when playing online.
Digital marketing is increasingly encompassing all age groups, because everyone starting from the young adult to the elderly are active on the Internet. In addition, the consumption of cannabis is growing at an exponential rate.
E-commerce platforms could be the next step for cannabis companies
While nothing is being done in the EU for the hemp industry and its great potential in terms of taxes, jobs, and civil rights, in the US and Canada cannabis acceptance is growing. Experts expect cannabis to triumph soon, especially in the e-commerce sector.
Although big players like Ebay, Amazon, and others are not yet in favor of cannabis – on a federal level, for example, hemp is still banned in the USA – there are already many smaller channels that explicitly take care of this popular and revolutionary plant.
However, information is just as important. In Germany, parties like the CDU/CSU focus on the total unverified information related to hemp and cannabis. Overseas, however, the focus is on verified information for responsible citizens and consumers.
There, the already mentioned agencies become more important, of which more and more recognize and support the new trend of smoking cannabis, work out targeted campaigns, and support the industry.
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First published in THC.guide, a third-party contributor translated and adapted the article from the original. In case of discrepancy, the original will prevail.
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