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Digital marketing, also called Internet advertising (“Internet marketing”) is an umbrella term for all online marketing efforts. Businesses leverage the Internet and all its digital channels to connect with their current or prospective customers. Digital marketing channels include:
Unlike print, radio, and television, Digital marketing allows businesses and marketers to see data in real time, and measure ROI for any digital marketing channels. For example, you can see how many people are viewing your website using Google Analytics, and see live reports and notifications on how users are engaging with your social media profiles on Facebook, Twitter, Instagram, LinkedIn, and more. This data-driven approach allows you to prioritize your digital marketing efforts, and generate optimal ROI for any budget. One more key point is digital marketing is inexpensive to start. Any business can shoot a low budget video, utilize pay per click advertising on Facebook to its target customer demographics, and make changes on the fly. This isn’t possible with traditional media channels. Setting up a production to shoot a commercial for television is expensive, and the viewer base is too broad.
Given the unique position of the cannabis industry, we’re only cover the digital marketing channels that are permitted to use by ancillary businesses, brands, dispensary owners, mobile applications, producers, processors, and websites. There is a legal gray area when marketing cannabis companies, and you should regularly reference the laws within your state before starting any campaign.