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.

中文翻译：

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大麻和网络营销策略——对科罗拉多大麻供应商的研究

目的

本研究旨在调查科罗拉多州大麻供应商采用数字营销的程度。

设计/方法/方法

该研究随机抽样调查了科罗拉多州的 30 家大麻供应商。供应商使用数字营销方法的分析是使用基于修改后的 7C 框架的量规进行的。

发现

在科罗拉多州，大麻产业刚刚起步，并已对数字营销进行了初步投资。虽然大多数公司都部署了网站，但这些网站具有数字营销的基本要素。虽然有限，但该行业已初步尝试以对社会负责的方式吸引客户。该行业还将受益于更好的年龄验证、教育计划和利润分享。

原创性/价值

该研究进一步应用了 7C 框架，用于评估大麻营销的电子商务网站。