Cannabis Marketing: A Comprehensive Approach

Timing and connection. These two critical digital marketing factors become even more challenging for businesses in regulated markets. Whether you’re in cannabis, CBD, or another regulated industry, MediaJel delivers compliant audiences across devices, media channels, and at every stage of the digital buying journey. 

With custom marketing technology solutions built expressly for controlled sectors, we connect the dots and create paths to those pivotal moments of interest that capture consumer attention.

Brand marketing in cannabis is a particularly sticky challenge. Consumers often aren’t brand loyal, brands don’t generally have direct-to-consumer distribution channels set up, and markets are locally contained. 

Cannabis brand co-marketing campaigns in partnership with dispensaries that carry your products can build brand awareness and increase sales and product sell-through for both businesses. This is a fantastic way to invest in the brand/retail relationship and ignite brand awareness and loyalty in new geos. 

Co-marketing campaigns will ultimately drive increased revenue for dispensaries as ecommerce checkout experiences allow customers to purchase other products on their site as well as yours.  However, before diving into advertising, cannabis and CBD brands must ensure they have dedicated landing pages and special offers prominently displayed on the dispensary’s website. Additionally, when entering such partnerships, it’s prudent for brands to negotiate contracts or seek reduced shelving fees, given their active investment in the collaboration.

Not only that, but cannabis marketing is highly regulated, geo-specific, and closely monitored—so you need to know exactly who, what, and where you can market.

It’s no secret that demand for CBD health and wellness products is exploding worldwide. US sales alone reached $1.9 billion in 2022. Fueled by rising acceptance and mainstream use of CBD-infused products, as well as governmental approvals and a growing body of research, the future for CBD is bright. Predictions for continued CBD market growth are positive.

In more mature regulated markets such as alcohol, the competition is even more stiff. There are countless brands vying for consumer attention and loyalty, with new brands and products being launched regulary. Meanwhile, consumer attitudes are changing alongside consumption patterns. 

Branding strategies must adapt. We know that it has never been more important to understand and speak directly to your ideal buyers across multiple channels, and we provide creative digital tactics to find them and help you break through the noise. With our unmatched marketing and advertising tools for regulated businesses, we can provide you with mainstream digital access to your audiences that is government-verified and completely LDA-compliant.

Successful dispensary advertising requires capturing the attention, footfall, and ongoing loyalty of local consumers with engaging and creative messaging. It’s a numbers-in-the-door game, and geo-specific, precision-targeting matters. We help you attract new prospects into your dispensary and keep your UVP top of mind so your existing customers keep coming back.

MediaJel leverages tightly defined geospatial data with rich first- and third-party datasets, plus our proprietary identity graphing tools to build strategic, location-based audience targets. 

Our cannabis marketing platform helps nurture your local audiences and drive consumer consideration to your dispensary at the time and place when your audience is most engaged and ready to buy.

We can attract new customers while empowering your customer retention and re-engagement strategies through the power of programmatic dispensary advertising.

We’re all accustomed to seeing mainstream alcohol advertising, and most of us can rattle off one favorite Super Bowl ad after another. But despite the mass-market familiarity, brand marketers in alcohol and other regulated industries still face significant digital advertising barriers.

From legal drinking age (LDA) compliance to placement restrictions and ethical considerations, adhering to federal oversight while navigating a patchwork of state regulations may sound all too familiar to cannabis businesses. The alcohol industry navigates the same types of regulation challenges and may be missing out on significant opportunities in paid search and display advertising.

Marketers are challenged to integrate advertising into age-safe, geo-safe, compliant digital campaigns that target only suitable audiences and avoid undue brand risk. That’s our specialty.

Almost every aspect of today’s consumer experience has a digital equivalent. In fact, it’s nearly impossible to find a physical retailer that doesn’t also have at least some digital component. This is phygital―the blurring of lines between physical and digital.

While the term “phygital” may be new(ish), we all live in this intertwined world. Neighborhood dispensaries expand to offer local delivery.

Custom-built and proprietary, MediaJel’s digital marketing and data management solutions deliver fully compliant precision ad target identification, multi-device and geospacial retargeting, and multi-touch attribution technologies. 

Our programmatic advertising platform provides real-time, easy-to-understand, and transparent reporting. Our revenue attribution metrics track ad impressions through the buyer’s journey to transactions so you can identify buying patterns and challenges and invest in cannabis advertising strategies that drive sales.

With DemoGraph, you can reach compliant target audiences, accelerate revenue generation, and optimize advertising impact.