Agenceecofin.com / Maroc : les marques ne consacrent que 8% de leurs budgets marketing au digital (Ai??tude)

(Agence Ecofin) – Au Maroc, le digital ne reprAi??sente que 8% des budgets marketing des annonceurs. Cette statistique a Ai??tAi?? fournie par lai??i??Ai??tude Ai??Ai??Digital Trends MoroccoAi??Ai??, du Groupement des Annonceurs du Maroc (GAM) et du cabinet Ipsos. Les rAi??sultats de cette Ai??tude rAi??alisAi??e annuellement, ont Ai??tAi?? prAi??sentAi??s comme Ai?? lai??i??accoutumAi??e, lors de lai??i??African Digital Summit (ADS).

Selon le Ai??Ai??Digital Trends MoroccoAi??Ai??, si le digital commence Ai?? sai??i??insAi??rer dans les habitudes, avec 76Ai??% des entreprises (environ 8 sur 10) opAi??rant dans le royaume chAi??rifien qui y consacrent des ressources, il attire toujours une part trA?s faible des budgets allouAi??s Ai?? la communication.

En 2017, le marketing digital a captAi?? seulement 3 millions de dirhams, un peu plus de 326Ai??000 dollars, seulement 8Ai??% des budgets allouAi??s Ai?? la communication des marques. Ces statistiques sont pratiquement identiques Ai?? celles fournies en 2016. Lai??i??Ai??tude de la GAM et dai??i??Ipsos, montre Ai??galement que 48% du financement allouAi?? au marketing digital, sert Ai?? acquAi??rir de lai??i??espace sur les mAi??dias en ligne.

Selon les experts qui ont participAi?? Ai?? lai??i??Ai??laboration de lai??i??Ai??dition 2018 du Ai??Ai??Digital Trends MoroccoAi??Ai??, le recrutement dai??i??expertise digitale interne et externe, ainsi que la mise en place de budgets spAi??cifiques permettrait dai??i??amAi??liorer grandement le succA?s du marketing digital dans le pays.

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