Moroccan advertisers hold African Digital Summit

The African Digital Summit, organised by the Moroccan Advertisers Association (GAM), was held last December in Casablanca, Morocco, and gathered nearly a thousand participants from 15 countries.

It is the first and largest annual event in Africa that brings together advertisers, marketers, digital professionals and agencies to discuss the digital future of the African economy and advertising industry.



GAM took this opportunity to present its recent study "Digital Trends Morocco" (DTM). The study aimed at making an inventory and identifying digital trends and practices among Moroccan marketers. 600 marketers were surveyed and asked to identify the problems and obstacles they have encountered in the deployment of a digital marketing strategy.

The study found that:

• 74% of advertisers have a digital strategy while 5% don't, although most of them plan to implement one in 2016. This demonstrates the growing awareness of the importance of integrating digital in strategic thinking;


• More than 50% of advertisers dedicate less than 10% of their annual budget to digital but 84% plan to increase this budget in 2016;


• 39% of advertisers plan on hiring more digital talent in 2016 to fill the scarcity of digitally-skilled employees.

For more information, download the DTM report (in French) or contact GAM.