CMW President Kyle Porter, along with marketing director for CMW client Medical Marijuana, Inc. Mike Coleman, discuss the many challenges with marketing cannabis companies with Green Market Report, a leading financial cannabis outlet. Read the excerpt below:
“Google also has a hot list of ad words they do not allow,” said Kyle Porter, President of CMW Media. “Even in metadata or in the description you can’t use the words marijuana or cannabis. This makes it hard to reach the consumer with a new brand. For publishers, it’s hard to monetize content or reach consumers through traditional digital marketing plays.”
Porter noted that for some businesses, these “hot” words are found in the company name makes it even more difficult to use Google as a way to steer customers to the business. Porter did point out there are several websites that have been created to help the cannabis community get around these roadblocks. The drawback to these sites is that marketers aren’t able to reach fresh customers. They are already “singing to the choir.”
Internet Radio Allows Drugs In Songs But Not In Ads
Music seems to be a bigger pleasure with 54% logging into Pandora (P), while 50% choose Spotify. I Heart Radio is at 45%. Only 19% chose Google Play Music and 8% listened to Slacker Radio. While music sites regularly play songs that sing about drugs, they aren’t so happy about running ads for cannabis companies. “We’ve avoided Spotify and Pandora as well because we can’t target them,” said Porter.
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