The Contribution of Digital Marketing to Business Performance: The Case of Companies in the Northern Region of Morocco

Abstract

Digital marketing is revolutionizing the organizational structures and offers companies, especially Moroccan companies, a multitude of opportunities to evolve the classic business model to innovate in products and services while building a direct and personalized relationship with customers. Indeed, digital marketing highlights important features for companies seeking efficiency and performance, and it considers an attractive alternative to traditional approaches as a response to the challenges of globalization. The ultimate objective of our research is to confirm the direct relationship between digital marketing and the business performance of companies in the northern region of Morocco. The result of the study was noted by many authors. On this matter, we have conducted a quantitative survey carried out among 120 companies in the northern region of Morocco using the PLS path modeling, a method particularly suited for academic development and predictive applications. According to our empirical study, we found that digital marketing has a positive impact on the performance of companies in the northern region of Morocco.

The Impact of Digital Transformation on the Satisfaction of Tax Administration Users in Morocco during the Covid-19 Pandemic: An Empirical Study

“…igital transformation in private and public sectors offers companies and public administration the agility and flexibility they need to optimize their production and respond effectively to the demands of customers who, in turn, have become informed and connected. It also enables them to adapt quickly to market fluctuations and preserve and/or acquire their competitive position (Hachimi, Lhassan, & Belamhitou, 2021). It is in this context that we can see that companies have migrated towards digitalization in recent decades.…”

Impact of Online Marketing on the Performance of Small and Medium Scale Enterprises in Anambra State

“…Online marketing is advertising and marketing the products or services of businesses over the internet. Online marketing which is also called internet marketing and e-marketing can take several forms including: Online Advertising (Online advertising has to do with displaying promotional messages on third-party websites, Pant & Rastogi, 2018); Email-marketing (It has to do with SMEs using electronic mail to interact with present and potential customers with the intention of bringing to their notice new products and services to influence them to buy, Kamarov & Anatoley, 2014) Search Engine Optimization (SEO) (the art, craft, and science of driving web traffic to web sites, Davis, 2006) Affiliate Marketing (A web-based marketing practice, often using automated systems or specialized software in which a business rewards their affiliate for each visitor, customer, or sale which is brought about as a result of affiliate's marketing efforts, Stokes, 2009) Social Media Marketing (a method of online marketing that makes use of social networking sites as marketing tool, Bansal, et al, 2014) Viral Marketing (a form of word of mouth marketing which aims to result in a message spreading exponentially, Stokes, 2009) Hachimi, Lhassan andBelamhitou (2021) studied the contribution of digital marketing to business performance: the case of companies in the northern region. The aim of the research was to confirm the direct relationship between digital marketing and the business performance of companies in the northern region of Morocco.…”

Does digital marketing adoption enhance the performance of micro and small enterprises? Evidence from women entrepreneurs in Ado-Odo Ota Local Government Area, Ogun State, Nigeria

“…al., 2018;Okundaye et.al, 2019). Although, empirical studies have been conducted on digital marketing in developed and developing countries including Nigeria such as Njau and Karugu, 2014;Taiminen and Heikki, 2015;Olomu, 2016;Emeh et.al., 2018;Hassan, 2019;Eze et.al., 2020;Mohammed et.al., 2020;El Hachimi et al, 2021;Omar, Zan and Ibrahim, 2022, but evidences from women entrepreneurs are sparse. This study aims to fill this research gap and pg.…”