Cannabis companies aren't maximizing their marketing due to limited budgets and use of marketing tools, a new report says.
Another 18 states seem poised to legalize in one or both categories in the next few years. Already, 148 million Americans live in adult-use states, and 248 million in medical-use states.
Of the different kinds of marketing channels, digital marketing was the lead strategy, at 83 percent, followed by events, at 34 percent; partnerships, at 33 percent, and public relations, at 28 percent. Within the digital marketing category, integrated ads led, at 55 percent, followed by email communications, at 50 percent.
LinkedIn , Instagram and Facebook were the most favored social media platforms. Twitter followed, at 58 percent. The same might be said of efforts to understand buyer personas: Only 58 percent of participants said they had conducted research on this question. That data point means “the rest are blind,” Allen said.
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