Crossing the Chasm: Cannabusiness
2019-07-09Crossing the Chasm: Cannabusiness
It's the very definition of a paradigm shift in common culture. A schedule 1 drug, driving the most undervalued and yet widely lucrative industry, arguably of the last 100 years.
However, its history and taboo nature has prevented marketers from tackling the problem. How do we educate traditional consumers on the topic of cannabis and disrupt the current and common medical, fitness and pharmaceutical norms? Digital preparedness and Increased Visibility.
Working with cannabusinesses of different sizes and business initiatives, it is clear that there is a deficiency in experience developing and executing marketing strategy, digital exposure, and web innovation. Organizations see the boom coming in regulation and business limitation, but have not positioned themselves to be prepared. CBD is widely accepted in the United States at this time, despite its heavy regulatory limits. Organizations are scrambling for web presence and differentiation from competitors. Recreational legalization is spreading wildly and companies have to make the decision to either develop a digital marketing strategy for the impending shift, or get left behind. Should they cross the chasm?
How do we educate traditional consumers on the topic of cannabis and disrupt the current and common medical, fitness and pharmaceutical norms? Digital preparedness and Increased Visibility
This emerging market requires proper positioning:
- cutting edge web experiences
- valuable user focused and search engine focused content
- interactive user experiences
- consumable multi media to engage with all potential customer journeys
- eCommerce experience
- thought leadership
- micro influencer engagements and publication
- social exposure and curated convertible content
- brand identity and continuity through all phases of the digital transformation
- The day is coming, when free enterprise includes cannabis. The organizations that position themselves in advance of “Eastward Expansion” will benefit greatly when regulation shifts. How are you positioning your cannabusiness in an emerging market?
