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Article from: The Rise A confused buyer doesn’t buy. Here’s how to figure out who your ideal customer is, what they need, and communicate with them effectively. Before legalization in Canada, the cannabis industry generally struggled to conceptualize its audience. There were many initial assumptions about its anticipated customers. With Canada’s legal industry in full swing, data is helping to paint a more accurate picture of who is making cannabis purchasing decisions. We also have…

The Canadian cannabis industry has always been a bit of a Wild West for marketers. Compared to other, long-standing verticals, it’s brand new, and cannabis marketers – like consumers, businesses and legislators – are still working out how it all works best. While the COVID-19 pandemic has been almost universally disruptive, it’s a disruption that has been felt especially by a nascent cannabis industry still finding its feet. At a topline level, there’s good news…