3 Big Marketing Missteps to Avoid in New and Emerging Markets
A patchwork of strict regulations and vague guidelines across North America has created a difficult path for marketers to navigate, one that regularly lands businesses in hot water with improper ad placement, content, and promotions. A study published in the Journal of Studies on Alcohol and Drugs examined 328 of the Washington State’s marketing violations from 2014 to 2019, highlighting the growing pains and penalties businesses face in a fledgling recreational market. While the specifics of your marketing campaigns may need to vary from state to state, understanding where other companies have gone wrong offers valuable insights for brands across the country. In addition to the study’s conclusions on the most common types of marketing violations, researchers also found members of the local community were as likely to report violations as officers working for the Washington State Liquor and Cannabis Board, especially in the case of content appealing to minors. They also found “very f...