The cherry on the cake, that’s how digital is considered in many Moroccan companies, the leftover from the communication budget, completely isolated from the overall marketing strategy of the brand. Yet it already possesses powerful tools, arguments, and evidence, asserting its crucial and fundamental role in the company’s advertising strategy.

It almost goes without saying that brands have everything to gain from this unique opportunity that Digital represents. Unlike urban billboards and TV campaigns where the wait for results is long, digital allows for rapid strategy adjustments, minimizing potential damage.

Unanimously, the Web today is synonymous with immediacy, control over flows and channels enabling immediate interaction with potential consumers. Through the Internet, enormous data allows you to target and reach individuals truly interested in your products or services.

The tool of the millennium allows real-time adaptation to your prospects’ behaviors, mastering every dirham spent as well as measuring the effectiveness of your investments in building a reputation, image, and capital that grows day by day in favor of your company.

An online advertising campaign, regardless of its size and scale, can capture the attention and curiosity of internet users, acquire traffic, and generate sales, all at very reasonable costs.

In most cases, it will quickly fade once the operation ends and may not resurface until the next investment for a new campaign.

However, three communication models dominate today: Owned, Earned, and Paid.

We cannot neglect the power and efficiency of paid media. However, what is interesting and beneficial for brand development is the attention earned through a contagious digital experience.

Acquiring a predominant, effective, and profitable presence on the internet is the goal of any good manager aware of the rapid changes affecting their business environment.

How many times have prospects told us, “Yes, we have a website and a Facebook page!”, yet upon examination, we find a very limited and poorly engaged audience with minimal interactions that have no impact. Generally, the results of these thoughtless actions are often disappointing, and tools alone will never make you a 2.0 brand; without strategy, they can even be counterproductive. Captivating your audience, maintaining your image, and naturally extending your e-reputation are much more complex.

It is better to surround yourself with digital communication advisors and especially to secure the services of a web marketing consulting agency that will save you a lot of time and money by avoiding irrelevant investments in costly platforms that generate no added value.

A recent study by Capgemini Consulting also showed that the most digitally mature companies, on average, have profitability 26% higher than their sector peers, as well as a revenue 9% higher.

A real opportunity to seize, especially in Morocco where online advertising costs, despite their continuous rise, remain relatively affordable.

To exist today amidst this multitude of complex web content, particularly in the constant noise of social networks, it is essential to define a true digital strategy based on understanding your target audience, their expectations, your positioning, your added value, your objectives, as well as benchmarking your competitors’ digital presence.

This will allow you to create the most effective work roadmap, implementing a clear, original, and innovative digital project. At this point, you can showcase your vision, highlight your ideas, thoughts, and the uniqueness and usefulness of your products. Thus, your brand will gradually establish and develop a genuine trust relationship with its audience and community, which once loyal, will turn to you to discover, learn, and be entertained.

Digital already contributes 2.3% of the National GDP, and having a digital strategy today is no longer a luxury but a crucial step towards the development and success of your business.

Your potential clients are now constantly multi-connected; today, a third of searches on Google are made from a smartphone, so ensure coherence and continuity across different platforms and screens.

Nevertheless, the digital ecosystem evolves continuously, and agility is required to progress continually.