Casablanca: Opening of the 5th edition of the Africa Digital Summit
The Group of Advertisers of Morocco (GAM) presented, on Friday in Casablanca on the occasion of the Africa Digital Summit (ADS), the results of its annual survey on digital trends in Morocco, carried out by the polling company IPSOS.
The survey, conducted among 52 advertisers, focuses on various areas including the digital function within the company, the expected objectives of the latter, the tools and platforms used, the measurement of digital performance, the budget and resources allocated to this function, the impact of the health crisis on it, as well as the key digital success factors.
Thus, the Maghreb Director General of IPSOS, Luc Durand, who presented the results, revealed that 100% of respondents have a digital activity within their company against 81% in 2017 and 96% of them direct their digital strategy towards customers and consumers.
In addition, it appears that Marketing and Communication are the main departments that lead the digital strategy within the framework of a confirmed strategic orientation, the main objectives of which are e-reputation for 84% of respondents and optimization of the customer experience for 75% of them.
As for the digital channels used, they all saw an increase in use compared to 2017, in particular commercial websites used by 60% of companies, social networks (98%), direct marketing (92% ), non-market websites (88%) and mobile applications (65%).
In detail, the results indicate that 76% of advertisers follow an annual and continuous presence plan, with 92% of companies present on Facebook and LinkedIn and 90% of them active on YouTube and Instagram. Twitter and TikTok come in 5th and 6th position with 49% and 37% of users respectively.
At the same time, advertising purchases (98%) on social networks and SEO (88%) are the main tools used.
In terms of digital content, 88% of advertisers say they have a content strategy dedicated to digital, with image (80%), video (57%), written (28%) and audio (9%) formats. The languages most used are French by 92% of companies, followed by Arabic (54%), Darija (50%) and English (22%).
In addition, 77% of respondents say they use tools for monitoring and/or measuring digital performance, while 56% of them have internal teams that carry out analyzes manually.
On the financial side, the digital budget represents on average 17% of the 2023 marketing budget, and 56% of the panelists plan to increase this budget by 19%, against 26% who intend to keep the budget unchanged and 2% who wish to reduce it to the future.
In addition, 50% of advertisers have resources working in an entity dedicated to digital which is generally attached to the marketing department (52%), the communication department (33%), the general management (5%) or the sales department. (5%). Half of the respondents combine, moreover, the digital function with other functions.
As such, 27% of respondents plan to recruit people assigned to digital activity and 69% of companies use digital training.
The survey also concludes that the main digital development levers revolve around expertise (75%), the budget (63%) and also the support of the top management of companies (60%).
LNT with MPA
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