Moroccan advertisers hold largest digital gathering in Africa

The 3rd edition of the African Digital Summit organised by the Moroccan Advertisers Association (GAM), gathered over 1,600 marketing and digital professionals from thirteen countries in Casablanca.

Dubbed as the largest digital gathering in Africa, the two-day summit had both local and international speakers talk about trends in digital and consumer engagement, content marketing, digital and media transformation, social media and more.

The results of GAM's annual study "Digital Trends Morocco" (DTM) were presented during the summit. The study asked 600 Moroccan advertisers from 18 industries about their digital strategy and practices, as well as their plans for 2017. Some of the report's key findings are:

• 51% of advertisers have a digital strategy;


• 79% of advertisers spend an average of 3 million dirhams in digital, 88% of them plan on increasing their budget for digital in 2017;


• 52% of advertisers plan on hiring more digital talent in 2017, including heads of digital projects, community managers, data scientists, online media experts and web developers;


• 70% of advertisers use the digital internally to develop the employer brand;


• 83% of brands have a website, only 60% of them are adapted to mobile;


• Reputation, branding and customer experience are in the top three digital goals of brand owners.

GAM also introduced two new programmes at the summit: the ADS Digital Garden (ADG), an "innovation space" to connect brands, marketers, start-ups and tech players and contribute to the development of Africa's digital economy, and the inaugural Moroccan Digital Awards that recognises the best digital campaigns and the most digitised brands in Morocco.

For more information, visit the event website or contact GAM.