The budget allocated by companies in Morocco to digital marketing

The digital budget represents on average 17% of the marketing budget of companies in Morocco, according to the “Digital Trends Morocco 2023” study.

The results of “Digital Trends Morocco 2023”, a study looking at the evolving trends of the Moroccan market in terms of digital adoption, were unveiled this Friday, March 3, on the sidelines of the 5th edition of the African digital Summit (ADS).

The study which was carried out in January 2023, with 52 Moroccan advertisers, dealt among other things with the digital function in the company, the resources linked to it, the most used platforms, in addition to the budget authorized for digital.

All advertisers now have a digital activity

All respondents said they would carry out a digital activity in 2023, compared to 81% in 2017.

The digital strategy is 96% orientedindividual customers and consumerswhilemarketing and communicationare the main departments that drive the digital strategy, representing respectively 85% and 77% of it.

All digital channels saw an increase in usage compared to 2017, according to Digital Trends Morocco 2023:

-Social networks: 98% (+2 points).

-Direct marketing (SMS, emailing, push, etc.): 92% (+11 points).

-Non-commercial website: 88% (+4 points).

-Application: 65% (+9 points).

-Merchant website: 60% (+16 points).

The image remains the most used format

Regarding presence on social networks, 76% of advertisers say they follow an annual and ongoing presence plan: Facebook (92%), LinkedIn (92%) and YouTube (90%).

Advertising buys on social networks and SEOt are the main tools used. The digital market tends less towards outsourcing.

88% of advertisers also say they have a content strategy dedicated to digital. Image remains the most used format (+26 points) whileFrench remains the main language used by Moroccan companies to communicate on their social networks. p>

77% of respondents say they use monitoring and/or performance measurement tools. At the same time, 56% have an in-house team doing manual analysis.

Budget allocated to digital in 2023

The digital budget represents on average 17% of the marketing budget. According to Digital Trends Morocco 2023, 56% of companies surveyed must increase this budget by 19%.

27% of advertisers are also authorized to recruit people involved in digital activity. The market is clearly  looking for expert profiles in digital  notably Data Scientists (29%), project managers (21%) and web developers (21%).

Source: www.medias24.com