This study aimed to investigate the level of adoption of digital marketing by cannabis vendors in the state of Colorado.
Abstract
Purpose
This study aimed to investigate the level of adoption of digital marketing by cannabis vendors in the state of Colorado.
Design/methodology/approach
The study surveyed a random sample of 30 cannabis vendors in the state of Colorado. The analysis of the vendors’ use of digital marketing methods was conducted using a rubric based on a modified 7C Framework.
Findings
In the state of Colorado, the cannabis industry is nascent and has made an initial investment in digital marketing. While most companies had deployed a website, these websites featured basic elements of digital marketing. Though limited, the industry has made initial attempts to engage customers in a socially responsible manner. The industry would also benefit from better age verification, educational programs and profit sharing.
Originality/value
The study furthers the application of 7C Framework used in evaluating e-commerce sites for cannabis marketing.