The study examined Moroccans’ perceptions of search results, branded content, commercial emails, mobile applications, and online advertising.
Rabat – Averty, a marketing research firm, has released the results of a study on digital channels in Morocco. The study was conducted in collaboration with Maroc Numeric Cluster, whose mission is to bring innovative projects to the fore through aid and financing.
The survey responses from 700 randomly selected people to offer key marketing information to local businesses. The study’s respondents were primarily students, employees, and managers in Morocco.
Brands can use the results to determine the best way to boost consumer engagement and settle on a direction for future advertising initiatives.
According to the study’s findings, advertisers must keep up with digitization while being careful not to overwhelm consumers.
The report finds that having a solid presence on social media and creating a high-quality mobile application appears to be more effective in attracting consumers. Sending commercial emails and promoting branded content with ads can discourage engagement, according to the research.
Advertising and consumer engagement
Advertising and consumer engagement is by far the most effective on social media platforms. 44% of the survey’s respondents interact with brands on platforms such as Facebook, Instagram, and Snapchat.
Although 40% do not engage with brands on social media, this medium still boasts the highest rates of brand-consumer interaction.
Commercial emails are far less successful in reaching a Moroccan audience.
Only 20.3% of respondents voluntarily subscribe to commercial or non-profit newsletters, while 45% do not open commercial emails.
Mobile applications could be a good investment for brands looking to boost consumer engagement, as 51% of respondents prefer to interact with brands through apps rather than websites.
Some of the reasons offered for this preference include receiving notifications from the app and having access to exclusive offers.
The study also finds that 49% of respondents are satisfied with mobile web browsing due to the increased protection of their personal data and the lack of storage space available on the phone for apps. However, two-thirds of respondents will give up on visiting a brand’s website if it is not compatible with mobile use.
Online advertising has taken over, but the influx of sponsored content isn’t universally appreciated: 39.5% of the survey’s respondents do not like to see advertising online.
The diverse results of the study ideally will allow brands to optimize their use of digital mediums in forging connections with consumers.