Cannabis and web marketing strategies-A study of Colorado cannabis vendors

This study aimed to investigate the level of adoption of digital marketing by cannabis vendors in the state of Colorado.

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.

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.

The study furthers the application of 7C Framework used in evaluating e-commerce sites for cannabis marketing.