The 5th edition of the African Digital Summit 2023 (ADS), ended Friday evening in Casablanca. A study on digital unveiled at this occasion reveals that marketing in the digital world represents on average 17% of the promotion budgets of companies in Morocco. A percentage that should increase in the years to come.
Indeed, the study entitled Digital Trends Morocco 2022″ whose results were presented o the close of the ADS, indicates that 56% of advertisers plan to increase the digital promotion budget by 19% during the current year.
Oriented ” Digital trends in Morocco for the year 2022″the study was carried out in partnership with the IPSOS office specializing in studies and opinion polls and serves as a measure to discover trends and identify the evolution of the sector in Morocco.
Thus, the study, which ended in January 2023, included a sample of 52 advertisers on several topics, including digitalization in companies and marketing strategies in the digital world, in addition to the objectives and budget allocated to this effect.
All respondents said they relied on digital business last year, up from 81% in 2017, and 27% plan to hire digital human resources, especially trades. data science, project managers as well as in the development of websites and applications.
Regarding the success factors of the digital strategy, the study mentioned several elements, including experience and the availability of the appropriate budget, in addition to the full involvement of management in achieving several objectives, at the top of which is the digital reputation and the improvement of the customer experience.
Thus, we find through the study that social networking platforms remain the most important channels for the implementation of the digital strategy of companies, since they come first with 98%, while direct marketing by SMS and e-mail comes in 2nd place followed by mobile applications.
Also, it is indicated in the study that advertisers use all social media platforms to implement digital communication strategies, mainly Facebook, LinkedIn, YouTube, Instagram and Twitter, followed by TikTok, which is experiencing a significant increase. the frequency of use.
Regarding digital content, the study indicates that 88% of advertisers have a digital content strategy that relies mainly on images then videos, with articles coming in third position, noting that French dominates this content, followed by Arabic then the dialect.
It should be recalled that the kick-off of the 5th edition of the African Digital Summit (ADS) was given Thursday, March 2 in Casablanca, by Youssef Cheikhi, President of the Groupement des Annonceurs du Maroc (GAM), in the presence of marketing and digitalization specialists from all over the world, and with the participation of 2,000 people from 38 countries, including 23 African countries.
Organized by the Group of advertisers in Morocco, the ADS aims to help business leaders better understand the issues related to digital, identify the best solutions and anticipate the changes that will impact the future of their boxes.
Extending over two days, the African Digital Summit stands out as the major annual meeting of advertisers, marketers, digital professionals, communication agencies and the media, in Morocco, Africa and around the world, to find inspiration and feed on the latest trends.
