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THE IMPACT OF DIGITAL MARKETING AND ARTIFICIAL INTELLIGENCE ON

THE SALES GROWTH OF MOROCCAN COMPANIES

Research · August 2021

DOI: 10.13140/RG.2.2.21070.18241

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A research project submitted in partial fulfilment of the requirements of a Master

degree in Strategic & Digital Marketing

Under the theme:

THE IMPACT OF DIGITAL MARKETING AND ARTIFICIAL

INTELLIGENCE ON THE SALES GROWTH OF MOROCCAN COMPANIES

Realized by:
OUKHAYI BOUCHRA

Professor supervisor:
Dr. MAKRY HAJAR

Professional tutor:
Dr. NAJLAE ZHANI

THE INTERNATIONAL UNIVERSITY OF RABAT

Université Internationale de Rabat Technopolis Rabat-Shore Rocade Rabat-Salé, Rabat 11103

+212 (0)5 30 10 30 00/ +212 (0)5 30 10 31 00

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DECLARATION
This research project is my original work and has not been presented for any award inthis or
any other institution.

Signature…………………………………… Date…………………………………………

Bouchra Oukhayi,
Rabat Business School,
The International University of Rabat,
26/06/2021

The research project has been submitted for examination with our approval asuniversity
supervisor.

Signature……………………………………Date…………………………………………..

Dr. Hajar Makry,

Rabat Business School,
The International University of Rabat,
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ACKNOWLEGEMENT
I would like to express my sincere gratitude to my professor supervisor Hajar
Makry, for providing invaluable guidance, comments, and suggestions. I was
honoured to get feedback on my dissertation manuscript from distinguished
scholars in the field of digital marketing, Professor Najlae Zhani. I offer my
sincere appreciation for the learning opportunities provided by every teacher and
professor who has taught me. My heartfelt thanks.
I would also like to express my deep and sincere gratitude to Rabat Business
School Dean. Dr. Olivier Aptel, the Director of master’s Programs Mr. Youssef
Ait Akki and Branding & Marketing Director and supervisor Madam Ijlal Moufid.
Thank you for your invaluable guidance throughout this study.
I owe my deepest gratitude to my family and friends. I want to thank my parents
for always allowing me to make my own choices in life and supporting me with
any decision that I have made, without you i will not be who I ‘am today, I gave
you all the accreditation.
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DEDICATION
I dedicate this research project to my parents, thank you for instilling the
importance of education and hard work. Also, to my university the International
University of Rabat, Rabat Business School for blessing me with the best master
experience and to my dear professor Hajar Makry for her continuous support.
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ABSTRACT

Marketing is a restless, changing, and dynamic business activity. Today’s market

requires a formalized, dynamic and flexible digital marketing strategy. For this
matter, to remain competitive and generate revenues, companies must follow the
new technological trends. The technological advancement of nowadays enforce
businesses to use different digital marketing and artificial intelligence solutions in
order to survive, remain competitive and maintain profitably. Sale growth is a
significant phase of the lifecycle for benefit associations. The sources of business
growth are sales and they are a subject of a high importance of every company.
The sales growth of national companies contributes to the development of both
the economy and the society. Hence, the objective of the study is to determine the
impact of digital marketing and artificial intelligence on the sales growth of
Moroccan companies. The topic is positioned as a timely addition to the literature
as business intelligence technologies matures and takes its position as an integral
and critical component of an organization overall strategy.
The study used exploratory sequential mixed methods design. Five semi-
structured qualitative interviews were conducted with doctors and experts in the
digital marketing and artificial intelligence era. The study also conducted a
quantitative survey which targeted a population of 570 Moroccan companies, and
got 252 respondents, a response rate of 44.2%. Primary data was collected using
online questionnaire as the data collection instrument which was sent to chief
executive officer, marketing heads and sales managers of Moroccan companies.
The responses were analyzed through the use of SPSS v.21 software. The study
results indicated that Moroccan companies use digital marketing and artificial
intelligence to a very great extent. Moreover, the use of the different business
intelligence tools of marketing and artificial intelligence tools have a great extent
on the sales growth of companies in Morocco. The findings also showed that the
biggest challenges which hinder the adoption of digital marketing in Morocco are
the lack of digital marketing competences and limited financial capabilities.
Additionally, when it concerns the factors which restrain the adoption of artificial
intelligence solutions by Moroccan firms are the lack competences, and time for
planning and implementation.
The study recommends that Moroccan employees should be prepared and
sharpened on the available digital marketing technologies and artificial
intelligence solutions and how they are appropriate for the business. The study
also recommended that managers and heads of Moroccan companies ensure a
proper digital marketing department in their companies, and sacrifice respectful
budgets to technology.
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ABBREVIATION AND ACRONYMS LIST

AI - Artificial Intelligence

DM - Digital Marketing

CEM - Customer Experience Management

CRM - Customer Relationship Management

CNN - Cumulation Neuro Network

IT - Information Technology

MM - Mobile Marketing

SEM - Search Engine Marketing

SEO - Search Engine Optimization

SPSS - Statistical Package for Social Science

TAM - Technology Adoption Model

PPC - Pay Per Click

UE - User Experience
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TABLE OF CONTENT

ACKNOWLEDGEMENT
DEDICATION
ABSTRACT
ABBREVIATIONS AND ACRONYMS LIST
TABLES LIST

CHAPTER ONE : INTRODUCTION .......................................................................................1

1.1 STUDY BACKGROUNG ...................................................... Error! Bookmark not defined.
1.2 KEY CONCEPTS ..................................................................................................................2
1.3 RESEARCH PROBLEM........................................................................................................3
1.4 RESEARCH OBJECTIVE .....................................................................................................4
1.5 VALUE OF THE STUDY ......................................................................................................4
1.6 OUTLINE OF THE DISSERTATION ...................................................................................5
CHAPTER TWO LITTERATURE REVIEW ..........................................................................6
2.1 DIGITAL MARKETING .......................................................................................................6
2.1.1 INTRODUCTION .......................................................................................................6
2.1.2 HISTORY & EVOLUTION OF DIGITAL MARKETING ..........................................6
2.1.3 DIGITAL MARKETING DEFINITION ......................................................................7
2.1.4 DIGITAL MARKETING 5D’s ....................................................................................7
2.1.5 DIGITAL MARKETING TYPES & TOOLS ...............................................................8
2.2 ARTIFICIAL INTELLIGENCE (AI) ................................................................................... 11
2.2.1 INTRODUCTION ..................................................................................................... 11
2.2.2 ARTIFICIAL INTELLIGENCE HISTORY ............................................................... 12
2.2.3 AI DEFINITION ....................................................................................................... 12
2.2.4 AI FUNCTIONALITIES ........................................................................................... 12
2.2.5 ARTIFICIAL INTELLIGENCE AND DIGITAL MARKETING ............................... 12
2.2.6 ARTIFICIAL INTELLIGENCE SOLUTIONS TO MARKETING ............................ 13
2.2.7 The Future of Artificial Intelligence in Marketing ...................................................... 14
CHAPTER THREE: RESEARCH METHODOLOGY .......................................................... 15
3.1 INTRODUCTION................................................................................................................ 15
3.2 EXPLORATORY RESEARCH............................................................................................ 15
3.3 KEY QUALITATIVE INDICATORS .................................................................................. 16
3.4 KEY QUANTITATIVE INDICATORS ............................................................................... 16
3.5 THEORICAL FRAMEWORK ............................................................................................. 17
3.6 RESEARCH DESIGN.......................................................................................................... 17
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3.7 TARGET POPULATION .................................................................................................... 18

3.8 SAMLING DESIGN ............................................................................................................ 18
3.9 DATA COLLECTION ......................................................................................................... 18
3.10 DATA COLLECTION INSTRUMENT ............................................................................. 18
3.11 DATA ANALYSIS ........................................................................................................... 19
3.12 QUALITY CRTITERIAS .................................................................................................. 19
3.12.1 Credibility ................................................................................................................. 19
3.12.2 Transferability ........................................................................................................... 20
3.12.3 Dependability ............................................................................................................ 20
3.13 QUANTITATIVE CRETERIA .......................................................................................... 20
3.13.1 Reliability .................................................................................................................. 20
3.13.2 Validity...................................................................................................................... 20
CHAPTER FOUR : DATA ANALYSIS, RESULTS AND DISCUSSION ..... ……………….21
4.1 QUALITATIVE ANALYSIS, RESULTS AND DISCUSION .............................................. 21
4.1.1 Empirical Findings :................................................................................................... 21
4.1.2 Interview ................................................................................................................... 21
4.1.3 Interviewees .............................................................................................................. 22
4.1.4 Discussion of results: ................................................................................................. 26
4.2 PART II: QUANTITAVE ANALYSIS, RESULTS AND DISCUSION................................ 28
4.2.1 Introduction ............................................................................................................... 28
4.2.2 Summary Statistics .................................................................................................... 28
4.2.3 Descriptive Statistics .................................................................................................. 28
4.2.4 Inferential Statistics ................................................................................................... 29
4.2.5 Discussion of results: ................................................................................................. 51
CHAPTER FIVE: CONCLUSION, RECOMMENDATIONS AND SUGGESTIONS FOR
FUTURE RESEARCH ............................................................................................................. 53
5.1 CONCLUSION .................................................................................................................... 53
5.2 RECOMMENDATIONS...................................................................................................... 54
5.3 SUGGESTION FOR FURTHER RESEARCH ..................................................................... 54
REFERENCES: ........................................................................................................................ 55
APPENDICES .......................................................................................................................... 57
6.1 APPENDIX 1: INTERVIEW ................................................................................................ 57
6.2 APPENDIX 2: INTERVIEWEE .......................................................................................... 57
6.3 APPENDIX 3: QUESTIONNAIRE ...................................................................................... 58
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TABLES LIST

Table 1: Number of employees’ distribution .................................................................................. 28

Table 2 : Extent of Social Media Usage .......................................................................................... 29
Table 3 : Extent of Email Marketing Usage .................................................................................... 30
Table 4 : Extent of Search Engine Marketing (SEM) Usage ............................................................ 30
Table 5: Extent of Search Engine Optimization (SEO) Usage ........................................................ 31
Table 6: Extent of Mobile Marketing (MM) Usage ........................................................................ 32
Table 7 : Extent of Pay per Click Usage ......................................................................................... 33
Table 8: Extent of Display Advertising Usage ............................................................................... 33
Table 9: Extent of Chatbots Usage ................................................................................................ 34
Table 10: Extent of Recommendation System Algorithms Usage ..................................................... 35
Table 11: Extent of Predictive Analytics Usage ............................................................................... 36
Table 12: Extent of sales forecasting systems Usage........................................................................ 36
Table 13: Extent of personalization software Usage......................................................................... 37
Table 14 : Extent of Pixel & Cookies Usage ..................................................................................... 38
Table 15: Extent of sales growth using Social Media ....................................................................... 39
Table 16: Extent of sales growth using Email Marketing ................................................................. 39
Table 17: Extent of sales growth using Search Engine Marketing (SEM) ......................................... 40
Table 18: Extent of sales growth using Search Engine Optimization (SEO) ..................................... 41
Table 19: Extent of sales growth using Mobile Marketing (MM) ..................................................... 42
Table 20: Extent of sales growth using Pay per Click (PPC) ............................................................ 42
Table 21: Extent of sales growth using Display Advertising ............................................................ 43
Table 22: Extent of sales growth using chatbots .............................................................................. 44
Table 23: Extent of sales growth using recommendation algorithms ................................................ 45
Table 24: Extent of sales growth using Predictive Analytics ............................................................ 46
Table 25: Extent of sales growth using Sales Forcasting .................................................................. 47
Table 26: Extent of sales growth using content personalization........................................................ 47
Table 27 : Extent of sales growth using pixel and cookies ................................................................ 48
Table 28: Factors that affect Digital Marketing Adoption ................................................................ 49
Table 29: Factors that affect Artificial Intelligence Adoption ........................................................... 50
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CHAPTER I : INTRODUCTION

1.1 STUDY BACKGROUND

The Modern business is characterized by frequent changes; the changes are rapid and often
unpredictable. The development of technology, digitization, the advent of Internet, the market
is becoming more and more digital. At this moment in time a variety of highly diverse and
sophisticated technologies, of almost unbelievable importance to humanity and of stratified
conceptual power are been developed. This shift has been empowered by advancements in
innovation, digital marketing and soon artificial intelligence.

The growth of national companies contributes to the development of both the economy and
the society. Organizations generally intend to fill as far as market size and resources.To
ultimately ensure sales growth; companies must ensure the attraction and retention of
potential customers in order to remain profitable. Hence, this can only be attained through the
use of the new technologies such as: Digital marketing and artificial intelligence solutions.
For this matter, this study reveals the influence of sales digitalization technologies, which
include digital marketing and artificial intelligence on the sales growth of Moroccan
companies. The topic is positioned as a timely addition to the literature as business
intelligence technologies develops and accepts it's anything but an indispensable and basic
part of an association by and large methodology.

Accordingly, digital marketing addresses a science that could give new ways and capacities to
different undertakings for the establishment of a modified customer relationship and customer
experience (Girchenko, 2016). The fundamental rationale of advertising has moved from trade
of products toward administration arrangement, intuitiveness, availability and customer
connections (Vargo, 2004). According to Sivarajah (2009) digital Marketing will be a new
search and break-in period. In each part of our day by day lives, from the manner in which we
work, shop, convey, or mingle; we are both burning-through and making immense measures
of data. Regularly, these day by day exercises make a path of digitized information that is
being put away, mined, and dissected by substances in the private just as people in general
and non-benefit areas. The overall objectives of these information driven drives is the
expectation of producing significant knowledge that is relevant to business choices. Client
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exchange information bases give huge measures of great information that can permit firms to
comprehend client conduct and tweak business strategies to progressively fine segments or
even segments of one (Singh, 2019). Digital Marketing represents the new lifeblood of any
business.

Hence, artificial Intelligence technologies and automated analytics help in better management
of the customer relation and the customer experience. Today’s marketer can make well-
informed decisions which consequently bring about a positive effect on the sales growth of
the business. Artificial Intelligence Marketing has now enabled businesses to create multiple
buyer-personas which help them to craft better marketing strategies. This implies better leads,
considerably more changes and above all an expanded deals level (Mckinsy, 2016). Artificial
intelligence represents the next marketing revolution, building from not only extant research
but also extensive interactions with practice.

1.2 KEY CONCEPTS

1.1.1 DIGITAL MARKETING
The Digital Marketing Institute defines digital marketing as “the utilization of advanced
innovations to make a coordinated, designated and quantifiable correspondence which assists
with securing and hold clients while building further associations with them” (Smith, 2007).

This definition suits the plan of this paper especially well as it underscores quantifiable
activities using computerized advances. It shows that advancements are not just utilized as
stages or channels for conveying computerized showcasing exercises, but on the other hand
are applied for creating, focusing on, and estimating the presentation of the organization.

2.1.1 ARTIFICIAL INTELLIGENCE

The introduction of artificial intelligence (AI) has the potential to revolutionise the way
businesses interact with their customers (McLean, 2019). AI differs from human intelligence
in that it is based on the rapid processing of data. the use of cutting edge advancements to
make an organized, assigned and quantifiable correspondence which helps with getting and
hold customers while constructing further relationship with them (Pasche, 2019). All the more
explicitly, artificial intelligence alludes to computational specialists that act cleverly
(Mackworth, 2010), designed to imitate the capability of human power while exceeding their
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ability for accuracy (Dwivedi, 2019). This is cultivated through the demonstrating of organic
and normal knowledge utilizing a bunch of algorithmic models (Gupta, 2019)

3.1.1 SALES GROWTH

The fundamental objective of pioneers in enormous organizations is to expand the income and
that the expansion in deals will consistently proceed, even to the detriment of lower benefits,
in both the short and long haul (Baumol, 1959)

Sale growth is a significant phase of lifecycle for just for benefit associations. The sources of
business growth are a subject of a high importance of every company whether that is at the
end of every month, quarter and annual growth. At the same time, growth of sales is a normal
aspect of the phenomenal growth of a company.

1.3 RESEARCH PROBLEM

Modern economies are heavily dependent on the corporate form of doing business in both
developed and developing countries. Consequently, strong and competitive businesses with
international potential are vital. The sustainability of national organizations can only be
accomplished when they make deals and become productive.

Making consumers aware of their products and services requires the use of the new forms of
technologies in order to survive and be competitive, whether in the national or international
context. Digital marketing and artificial intelligence solutions seem the only way to reach
potential customers for a company, to make profit and ultimately contribute to the national
development of the society.

The impact of digital marketing and artificial intelligence on sales of Moroccan companies is
what this study focused on. Different investigations have been done in respects to how digital
marketing and artificial intelligence impact the sales growth of businesses. Omondi (2017)
analyzed the impact of digital marketing strategies on the sales growth of companies, while
Murgai (2018) did a study on the impact of transforming digital marketing with artificial
intelligence. The study done by Agnihotri (2021) analysed how digital marketing, social
customer relationship management, and artificial intelligence technologies are influencing the
sales process. None of the studies was done in the Moroccan context and studied both the
concept of digital marketing and the concept artificial intelligence impact on the sales growth.
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The gap identified previous research has driven the examination of the following: what is the
impact of digital marketing and artificial intelligence on the sales growth of Moroccan
companies?

1.4 RESEARCH OBJECTIVE

The objective of the study is to determine the impact of digital marketing and artificial
intelligence on the sales growth of Moroccan companies. The specific objectives are:

i) Evaluating the level of utilization of digital marketing and artificial intelligence

solutions by Moroccan firms.
ii) Assessing the impact of digital marketing and artificial intelligence practices on
the sales growth of Moroccan companies.
iii) Identifying the challenges of adoption of digital marketing and artificial
intelligence solutions tools experienced by Moroccan companies.

1.5 VALUE OF THE STUDY

The study is valuable to companies in both inside or outside Morocco. Business managers and
owners are able to know what digital marketing techniques to use and how potential
customers can be reached through the use of the different types and tools of the new
marketing technologies. Therefore, maximize their sales, grow and to become more
competitive, whether that be in the national or international level.

The study is valuable to marketers to keep an update about the changes and new trends in the
digital marketing era.

The study is also significant to decision makers in the government and other organizations
who would want to know how to improve the business opportunities for the companies
operating in the national context. The government can provide an enabling environment with
regards to information technology infrastructure, regulations and laws guiding digital
marketing and artificial intelligence practices.
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1.6 OUTLINE OF THE DISSERTATION

Chapter I Introduction to Research Problem The aim of this chapter is to
present the study background, key
concepts, research problem,
research objectives and value of
the study.

Chapter II Literature Review This chapter is divided into three

sections : The objective of the first
section is to review and indentify
the different digital marketing tools
and types for companies in order
to build successful digital
advertising compaigns. Moreover,
the second section of this chapter
aims to highlight the critical role
that artificial ntelligence plays in
the marketing field. The third
section calls attention to the
process of sales growth for
companies to remain profitable.

Chapter III Research Methodology The purpose of this chapter is to

explain and justifiy the use of
exploratory research mixed
method, provide a transparent
description of the conducted
research process. The research
mothdology is composed of
research approach, theorical
framework, sampling design, data
collection, data collection
instrument, data analysis and
evluate the quality criterias of the
study.

Chapter IV Data Analysis, Results and Discussion The intention of the fifth chapter is
to explain the data analaysis
process, present the study results
in relation to the research
questions, and discuss the research
results.

Chapter V Conclusion, Recommandations and Suggestions The last chapter is reserved for
for Future Research conclusion and the
recommandations and suggestions
for future research.
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2 CHAPTER II: LITTERATURE REVIEW

2.1 DIGITAL MARKETING

INTRODUCTION
Marketing plays an enormous role in every competitive business, every day of its operations.
Digital marketing has a significant impact in the promotion procedure of any organization
paying little mind to area, size, or nation of beginning.Digital marketing can be termed as an
approach, a strategy, or a branding and marketing exercise, using digital platforms, as the
name suggests. Digital Marketing is the development of a brand, a product, or an online
service. Thus, the world is now connected more than ever, digital marketing channels has
become the most whispered, interactive, and essential tool for companies to form connections
with potential customers.

HISTORY & EVOLUTION OF DIGITAL MARKETING

In 1981, the International Business Machines Corporation « IBM » launched the first PC, in
1980s interestingly Channel Net recent Delicate Advertisement Gathering, presented the idea
of Computerized Showcasing, this then, at that point has led to the special endeavors, for
example, Peruser Answer Cards found in magazines and consequently getting the floppy
plates which comprise of media content, then, at that point 1990 the term Advanced
Promoting was utilized in an alternate setting and the period of Advanced Promoting began
changing, 1995 was the year when the all out number of web clients overall was 16 Million
which was changed to 558 Million out of 2002, anyway the prominence stayed restricted due
the sluggish development of web moderateness and flexibility of Web with less use of
administration/have offering the web facilitating, the new thousand years has given the
genuine acknowledgment to the term Advanced Promoting and before the finish of 2005 the
genuine importance was brought up by most of the clients. Zuckerberg began Facebook in
February 2004, Google dispatched Gmail in April 2004, and Twitter was dispatched in Walk
2006. Development of Computerized Advertising in 2010 was assessed around 48%. 2012
and 2013 are the years which have so far followed as the great most an ideal opportunity for
the term Computerized Advertising, measurements related with the Advanced Showcasing
mirrors that the created economies have confronted the most extreme development in
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Advanced Promoting rehearses. 68% of advertisers feel more forced to show profit from
venture on promoting spend (Kamal, 2020).

Marketing and its practices have been part of the business operations for decades. For the last
several years marketing activities gained even more attention especially by small and medium
enterprises, realizing its impact on customers and sales. Due to the Covid-19 pandemic in
2020, today people are working from home and shifting all their activities online. This new
situation has forced the businesses to examine their marketing activities. Digital marketing
has gained the most attention during the world’s pandemic situation since it is perceived as
the most cost-effective practice for companies, to attract customer and ensure business
sustainability.

DIGITAL MARKETING DEFINITION

To understand digital marketing, one must first understand the marketing itself, its
fundamentals, objectives, purpose, and intentions. The father of marketing Dr. Philip Kotler
defines marketing as the function of the organization that can keep in constant touch with the
company customers, understand their needs, and develop products that satisfy them.

Digital marketing drives creativity and the use of the newest and most innovative technologies
to ultimately satisfy customers’ needs and wants. One of the key ingredients of digital
marketing is the internet. The internet represents an interactive medium which allows an
exchange of value between the company and its customers. The Web is where the total
advertising degree has been rehearsed (Jones, 2011). Given the availability of information in
the digital era, the purchasing behaviour of customers have changed, customers have more
choice, influence, and power. To start and succeed in the process of digital marketing
practices, businesses must first define their business and overall marketing strategy, Digital
marketing strategy can only be successful by putting the customers first, and take them into
consideration at the core of all business decisions. Moreover, businesses must include a
continuous market research to understand and keep up with the changing trends of the market.

DIGITAL MARKETING 5D’s

The 5D's of advanced showcasing exclusively, they manage the different methods of how
crowds impart and communicate with the brand. By and large, they give experiences to all the
more likely carry out showcasing procedures. Altogether, the 5 Ds are made out of the various
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mainstays of the electronic promoting world. Advanced showcasing spins around 5D's:
Computerized gadgets, advanced stages, advanced media, computerized information, and
advanced innovation. The 5Ds work with proficient association between the brand and its
intended interest group just as give bits of knowledge into market conduct to better business
system detailing and execution.

The first of the 5Ds alludes to advanced gadgets. It principally centers around the intended
interest group's association and commitment on sites and portable applications utilizing a mix
of associated gadgets. These gadgets may incorporate cell phones, tablets, PCs, televisions,
and gaming gadgets. Computerized stages are another part that includes the examination of
the favored stages or administrations of the intended interest group. Most commitment
happens utilizing mainstream stages like Facebook, Instagram, Google, YouTube, Twitter,
Snapchat and LinkedIn. Computerized media alludes to paid, claimed, and procured
correspondences channels used to fabricate commitment with the objective market through a
few different ways, for example, publicizing messages, informing, web crawlers, and
interpersonal organizations. Computerized information ordinarily comprises of crowd profiles
and commitment designs with organizations, while advanced innovation centers on building
intuitive encounters across a wide scope of stages, from your sites and versatile applications
to your in-store booths. All 5Ds are fundamental to acquiring an unrivaled edge in
computerized promoting efforts, to be more powerful and to build brand mindfulness just as
to flourish in an exceptionally cutthroat, innovation driven time (Chaffey, 2019).

DIGITAL MARKETING TYPES & TOOLS

Social Media Marketing

Social media can comprehensively be characterized collectively of web put together

applications that form with respect to the philosophical and innovative establishments of Web
2.0, and permit the creation and trade of client produced content (Kaplan. 2010). Social media
is substantially more than a site, from innovation perspective, a large portion of these
destinations can be considered as programming applications or a web administrations, which
offer admittance to clients at several of consent and afterward empower the board and
capacity of various types of clients produced content and information. Web-based media
promoting implies driving traffic and brand mindfulness by connecting with individuals in
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conversation on the web. The most popular platforms for social media marketing are
Facebook, Twitter, and Instagram, with LinkedIn and YouTube. Because social media
marketing showcasing includes dynamic crowd interest, it's anything but a well known
method of standing out enough to be noticed. It is the most mainstream content vehicle for
B2C advertisers at 96%, and it is making strides in the B2B circle also. As indicated by the
Substance Promoting Foundation, 61% of content advertisers expanded their utilization of
online media this year. Web-based media showcasing offers worked in commitment
measurements, which are very useful to attract potential customers.

Email Marketing

Email marketing is defined as the emails that businesses sends after a consumer willingly
provides his or her email address often called opt-in emails. Organizations can gather email
addresses myriadly, however as a rule they use structures on their sites just as motivations, for
example, free downloads (Fariborzi, 2017). Email marketing build up connections between
the business with its customers, encourages customer loyalty. Sending email marketing
messages helps businesses to get new clients and persuade current clients to buy something
right away.

Search Engine Marketing

Search Engine Marketing is defined as the paid way of enhancing and promoting the value of
a product/services or a business. Search Engine Marketing is considered as the new way of
making web pages attractive to different search engines; it is a combination of both art and
science. Search engine marketing is a science because it requires researching and weighing
different contributing factors to achieve the highest possible ranking. On the other hand,
gaining more visibility and encourage click-through to a website when the user types a
specific keyword phrase is an art, which can be developed by practicing different digital
marketing advertising online. Today, the most important elements to consider when
optimizing a web page are the quality of content, the level of user engagement, mobile-
friendliness and hence, the quality of inbound links.

Search Engine Optimization

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Search engine optimization represents the art of using placements in the natural or organic
listings which represents a natural way of enhancing and promoting the value of a
product/services or a business. Search engine optimisation is where no charge is made for
clicks. According to Google’s Search Engine Optimization Starter Guide (2010), Search
engine optimization is a progression of alterations and procedures, which make it simpler for
web search tools to creep, list, and comprehend the substance of a site. Search engine
optimization empowers a site to show up in top results by the utilization of fitting keywords.
Search engine optimization is basically based on keywords that are suitable to the web site
and can be used to search with search engines. To streamline a site as per web crawlers, it
should be appropriate to some specialized conditions (Sezgin, 2009).

Mobile Marketing

Mobile marketing addresses a multi-channel, advanced marketing systems direct messages to

intended potential cutomers on their cell phones, tablets, and cell phones, by means of sites,
email, SMS and MMS, web-based media, and applications (Marketo, 2016). The developing
interest for cell phones, combined with the solid informal organization use has driven
advertisers to build their promotion spending plans on versatile showcasing as it's anything
but a customized method of arriving at expected clients (Kumar, 2020). Mobile marketing
campaigns have acquired an important role in the overall marketing strategy of companies.
Hence, pushing businesses to implement mobile initiatives in a more strategic and competitive
way. Personalised mobile experiences drive conversions, improve customer retention and
make the marketing campaign more impactful. Particularly, mobile marketing has allowed the
establishment of a closed connection between the company and its customers, which is not
limited to welcome messages anymore, it also provides recommendations, sales promotions
offers, and blogs.

Pay Per Click

Pay per click is a plan of action whereby an organization that has put an ad on a site, pays an
amount of cash to the host site when a client taps on to the ad (Alkarablieh, 2015). Pay per
click is additionally alluded to as paid inquiry publicizing or search promoting, PPC is a
technique for web based promoting utilized by web crawlers, organizations and content
destinations, like web journals, in which organizations can show advertisements that show up
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close by the aftereffects of web look (Brandweek, 2009). This program centers around
boosting the member to divert buyers from their promoting stage to the vendor's site. This
implies the partner should connect with the shopper to the degree that they will move from the
associate's site to the dealer's site. The affiliate is paid based on the increase in web traffic.
The sum publicists pay relies upon the distributer and is generally determined by two central
points: nature of the promotion, and the greatest bid the promoter will pay per click.The
higher the nature of the promotion, the lower the expense per click is charged and the other
way around (Imforza, 2018).

Display Advertising

Digital display advertising is characterized as the realistic promoting on web sites,

applications or online media through flags or other publicizing designs, like content, pictures
and recordings (Tucker, 2019). The main purpose of display advertising is to deliver general
advertisements and brand messages to site visitors. Display advertising such as banners
achieves brand awareness and encourages click-through to a target site. Display advertising is
usually visually appealing which helps to get audience attention. Additionally, it helps brands
to build awareness around the brand products and services. Display advertising can create an
initial interest; it has a high reach and can be seen by a large number of potential customers, it
also allows companies to predict the volume of reach.

2.2 ARTIFICIAL INTELLIGENCE (AI)

INTRODUCTION
Artificial intelligence functions in marketing are defined as next step toward marketing
revolution. AI is an assistant that helps to make sense from a wide range of data to respond to
customers’ needs efficiently and effectively. It can be taught and learn to optimize outreach to
target only the most relevant users. Over time, these simulated intelligence arrangements will
turn out to be much more clever, incredible at eliminating waste, enormously expanding
changes, and advancing the dynamic interaction to ultimatly help businesses to reach their
sales objectives. The new connected world will be impossible to manage without some help
from machines, and the marketing efforts will be fruitless without an AI-enabled platform that
assesses billions of data and information variations within seconds.
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ARTIFICIAL INTELLIGENCE HISTORY

Artificial Intelligence (AI) was coined by the computer scientist John McCarthy in 1954
(Cukier, 2019), who, along with his colleagues Alan Turing, Marvin Minsky, Allen Newell,
and Herb Simon organized the famous Dartmouth conference in the summer of 1956 (Robert,
2016).

AI DEFINITION
Artificial intelligence is defined as every aspects of learning or any other features of
intelligence can in principle be so precisely described that a machine can be made to stimulate
it. An endeavor will be made to discover how to make machines use dialects, structure
reflections and ideas, take care of sorts of issues currently saved for people, and work on
themselves (Mccarthy, 1955).

AI FUNCTIONALITIES
AI functions in business are specifically the next step toward marketing revolution. AI is an
assistant that helps to make sense from a wide range of data to respond to customers’ needs
efficiently and effectively. It can be taught and learn to optimize effort to target just the most
applicable clients. Over the long haul, these man-made intelligence arrangements will turn out
to be much more astute, incredible at eliminating waste, extraordinarily expanding changes,
and advancing the dynamic cycle. The new connected world will be difficult to oversee
without some assistance from machines, and the showcasing endeavors will be pointless
without a computer based intelligence empowered stage that evaluates billions of information
and data varieties in practically no time (Kirilov, 2018).

ARTIFICIAL INTELLIGENCE AND DIGITAL MARKETING

Artificial Intelligence and digital marketing will be most pivotal components in the new
marketing campaign, digging out the potential clients through, using artificial intelligence
solutions to understand what huge amounts of unstructured data which ultimately helps
marketers to reach potential customers and even more easy buyers. Artificial intelligence
solutions can also be applicable in driven customer relationship management. The center mark
of understanding is to help organizations make a few revelations and forecasts, and afterward
impact the dynamic of the endeavor through the ends, from Knowledge to Activity (Kamau,
2020). Learning the use of AI tools is an urgent task for marketing team. Artificial
intelligence tools will be crucial in the next decade. According to Keeling (2018)
 P A G E | 13

computerized reasoning joined with advanced promoting is altering the manner in which
associations will make content for crusades, create leads, diminish client procurement
expenses, and convert reachable customer.

ARTIFICIAL INTELLIGENCE SOLUTIONS TO MARKETING

ChatBots

Shopper catch and maintenance is the main part of man-made reasoning later on. Coming
soon, discourse capacities and other direct client steadfastness can be acknowledged by
computerized reasoning bots. Thanks to AI, business practices marketing operations and
tactics will be more effective and efficient.

Recommendation Algorithms

Thanks to artificial intelligence solutions, recommendation algorithms can make to-the-point

recommendations tailored to every customer needs, wants and preferences. Nowadays,
recommendations algorithms are adapting consistently and getting more astute, they are
gotten more identified with the client's visual inclinations instead of just item portrayals
(Schiavini, 2021).

Content Personalization

Content personalization also referred to as refined content delivery. Content personalization

through the use of artificial intelligence can offer potential clients the most significant
substance for a personalized experience, which eventually increase brand loyalty and
increases the sales revenue of the company.

Sales forecasting

Artificial intelligence sales forecasting solutions improve prospects scoring capabilities,

enabling businesses to achieve the sales goals and ultimately produce accurate sales forecasts.
In this way, the examination of huge information progressively and the capacity of authentic
information permit organizations who utilize the business anticipating simulated intelligence
arrangement, distinguish the most worthwhile potential customers (Forbes, 2018).

Cookies and Pixel

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According to Chambers (2020) a pixel is the way the data is conveyed and where it is put
away. However, cookies are computer files containing small amounts of data about the
website visitor’s; they are downloaded to the visitor computer or mobile device. Cookies
recognize and track visitors to a site and are broadly utilized to make sites work all the more
effectively, just as to give data to advertisers to retargeting matters.Artificial intelligence
solutions enhance tracking and reporting features across the board.

THE FUTURE OF ARTIFICIAL INTELLIGENCE IN MARKETING

The field of artificial intelligence impact on marketing will undoubtedly accelerate the impact
of the sales growth level of businesses. Sites will be naturally refreshed by utilization and site
pages will be consequently reformatted as per eye following information (Dimitrieska, 2018).

Artificial intelligence has brought new opportunities to the marketing field. It collects and
analyses data instantly, predicts the user behaviour and generates personalized experience for
each customer. Artificial intelligence is also able to run effective marketing campaigns and
identify the possibility of the digital marketing campaign success level hence higher sales
volume, which eventually translates in higher return on investment.
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3 CHAPTER III: RESEARCH METHODOLOGY

3.1 INTRODUCTION
This study is an exploratory research based on a mixed approach, a mixed method is a class of
research where the researcher combines the quantitative and qualitative research techniques
(Johnson, 2007). To have assorted suppositions and perspectives, subjective discoveries
should be enhanced with quantitative outcomes (Wilson, 2008). Therefore, these research
methodologies are considered to be complementary to each other rather than be incompatible
to each other.

3.2 EXPLORATORY RESEARCH

Exploratory research intend to investigate the research questions and does not expect to offer
last and definitive answers for existing issues (Dudovskly. 2019). Exploratory research is
characterized as an exploration used to research an issue which isn't obviously characterized.
It is directed to have a superior comprehension of the current issue. For such an examination,
a specialist begins with an overall thought and uses this exploration as a medium to
distinguish issues, that can be the concentration for future examination. A significant
perspective here is that the analyst ought to change his/her heading subject to the disclosure of
new information or knowledge. Such an examination is typically done when the issue is at a
primer stage. It is normal alluded to as grounded hypothesis approach or interpretive
exploration as it used to respond to questions like what, why and how. Exploratory
examination configuration doesn't plan to give the last and convincing responses to the
exploration questions, however simply investigates the examination point with changing
degrees of profundity. It has been noted. Acoording to Singhk (2007) exploratory research is
the examination, which shapes the reason of seriously persuading investigation. It can even
assistance in deciding the exploration configuration, inspecting approach and information
assortment technique. Additionally Brown (2006) clarifies that exploratory examination will
overall handle new issues on which essentially zero past research has been done. Unstructured
interviews are the most popular primary data collection method with exploratory studies.
 P A G E | 16

3.3 KEY QUALITATIVE INDICATORS

Qualitative research methodology is considered the most appropriate when the researcher or
the investigator either investigates a new field of study or expect to determine and theorize
noticable issues. According to Corbin (2008), Qualitative methods have an inside and out and
broad comprehension of the issues through their literary understanding. The study is based on
an exploratory approach.

3.4 KEY QUANTITATIVE INDICATORS

Quantitative research methodology is the process of collecting and analysing numerical data.
It can be used to find patterns and averages, make predictions, test causal relationships, and
generalize results to wider populations (Bhandari, 2020). The study is based on the
Technology Adoption Model. Founded by Fred Davis in 1986 technology adoption
modelwhich concerns two main pillars that are set to determine how a business will accept a
new technology, although there are now many variations of the model, the pillars include; (i)
perceived usefulness; and (ii) perceived ease of use. The two factors are an outside factor
which impacts the disposition and the social aim to the use of the innovation which at last
prompts the genuine way that the innovation will be utilized (Siamagka, 2015). The original
Technology Acceptance Model is agreed as the following:

Technology Adoption Model (TAM)

Perceived
usefulness

Attitude toward using Behavioral intention to Actual system use

External
Variables use

Perceived Ease
of use

Source: Research Gate, 2017

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3.5 THEORICAL FRAMEWORK

Theoretical Research Model Marketing is the concept that concludes how organizations
communicate their business offers to potential customers. Traditional marketing has now
been replaced by the concept of digital marketing through the development of what is called
digitalization. Digital marketing refers to the advertising activities, objectives and strategies
done trought the use of digital channels and the digital technologies e.g. Artificial
Intelligence, cookies or even personalized content e. As mentioned, Artificial Intelligence
tools can be used for digital marketing purposes. The theoretical framework shows that
companies have started to embrace the use artificial intelligence for this reason and hence
increased their usage of it. Artificial Intelligence is a digital marketing technology which
businesses can use through the Technology Acceptance Model (TAM). Affecting the usage of
artificial intelligence is conducted by Moroccan firms. When studying Artificial Intelligence
through digital marketing. Previous researches affirm that the adoption and the usage are two
aspects that still need to be studied. Following the graph aims to illustrate the theoretical
framework used for this research.

Digital Marketing
Marketing
Technological solutions Sales Growth

Artificial Intelligence

3.6 RESEARCH DESIGN

According to Deutch (2009) research design can be characterized as the plan of conditions
for the combination and examination of data in a manner that hopes to solidify significance to
the investigation reason with economy and procedure. The study used descriptive cross-
sectional research design. A cross sectional study is one where there is one-time interaction
with the unit of analysis. An advantage of the cross-sectional research design is that it enables
researchers to search multiple outcomes at once.
 P A G E | 18

3.7 TARGET POPULATION

Target populace addresses the whole gathering of individuals or objects to which the
specialist wishes to sum up the investigation discoveries which fundamentally meet the set
rules important to the analyst (Bineham, 2016). The quantitative study targets Moroccan
companies that are located and exercise their commercial activity in Morocco. In total, the
study had a population of 570 Moroccan companies and a response from 252 a response
rate of 44%. On the other hand, the overall population of the qualitative study was five
marketing doctors and experts of digital marketing. (Appendix 1)

3.8 SAMLING DESIGN

Sampling is the choice of various units of investigation for a research with the goal that the
findings are represents the population (Mugenda, 2008). The quantitative study used a
random sampling technique to select the Moroccan companies for gathering information.
Random sampling indicates the sampling method which gives each possible sample
combination an equal probability of being chosen and each item has an equal chance to be
included in the sample. However, for the qualitative study, the sample frame was selected
based on access, which means contacting people the author already knows, to secure
meeting the interviewee and to have reliable and valid information.

3.9 DATA COLLECTION

Data collection addresses the instrument utilized by an analyst to gather the information for
examination (Silverman, D. 1997). The data gathered can be Primary data or secondary data,
primary data collection are the information gathered by specialists properly from principle
sources. On the other hand, secondary data is the use of information which has been
previously gathered and studied by researchers. (Alison Wolf, 2016). The study used primary
data both in the qualitative and quantitative part, in order to explore and to ensure reliable and
valid information.

3.10 DATA COLLECTION INSTRUMENT

A questionnaire is an exploration instrument comprising of a progression of inquiries to
gather data from the respondents (Gault, 1907). The quantitative study conducted an online
survey in the aim of gathering quantitative primary data and provides valid and reliable
information. The validity of the instrument was finished utilizing pre-test and face legitimacy
 P A G E | 19

in order to guarantee the survey estimated what it was intended for. Meanwhile, the
qualitative study the author conducted semi-structured interviews. A semi-structured
interview is a meeting in which the interviewer does not strictly follow a formalized list of
questions. Instead, they will pose more open-finished inquiries, taking into account a
conversation with the interviewee instead of a direct inquiry and answer design (Baily, 2009).

3.11 DATA ANALYSIS

Data Analysis is the cycle of methodicallly applying quantifiable as reasonable methods to
depict and show, consolidate and recap, and assess information (Gottschalk, 1995). The study
analysed quantitative data using SPSS software. The results were presented in tables.
Nevertheless a qualitative model was used to analyse qualitative data. The model below show
how interviews were conducted.

Model – Analysis Process

3.12 QUALITY CRTITERIAS

Quality criteria for the research are credibility, transferability, dependability, and
confirmability. Reflexivity is a basic piece of guaranteeing the straightforwardness and nature
of the research (Korstjens, 2018). By the discussion of each principle, the study aimed to
show readers that the research has been conducted in a formal and professional manner.

Credibility
Credibility alludes to how much an investigation account is worthy and appropriate, with
explicit reference to the level of comprehension among individuals and the trained
professional (Durepos, 2010). One approach to guarantee to have valid outcomes from the
discoveries of an exploration project is to have the discoveries checked by the respondents -
the members of the meetings for our situation (Tracy, 2010). After the interviews, have been
made and transcribed the participants were given the results for them to give back their
feedback and approval.
 P A G E | 20

Transferability
Transferability alludes to how much the aftereffects of examination can be summed up or
moved to different settings or settings. Transferability is primarily the responsibility of the
one doing the generalizing. The researcher can upgrade transferability by making an
exhaustive showing of depicting the exploration setting and the suspicions that were integral
to the examination (Trochim, 2009). The main goal of this research is to explore the extent of
adoption and usage of digital marketing and artificial intelligence and most importantly, to
investigate the extent that digital marketing and artificial intelligence solutions has on the
sales growth of Moroccan companies. However, the findings can be used as a background and
inspiration for future research to examine if there is a link between theory and practice. The
comparison between what marketing managers says they do and what is being done. Further,
the aim of this study is to present refinement rather than generalizable explanations.

Dependability
Dependability accentuates the examination is liable for depicting the progressions that happen
in the setting and what these progressions meant for the manner in which the exploration
moved toward the investigation. This Master dissertation was audited by the supervisor:
Madam Hajar Makry, through several steps and with her continuous feedback the quality of
the research increases along with the dependability.

3.13 QUANTITATIVE CRETERIA

Reliability
Reliability indicated the consistency of a measure. A researcher must measure the consistency
of a measure and built a reliable consistency across time; the scores obtained should also be
consistent across time. Test-retest reliability is the extent to which this is actually the case.
Surveying test-retest unwavering quality requires utilizing the action on a gathering of
individuals all at once, utilizing it again in the future on similar gathering of individuals
(Charles J, 1967). The study used the test-retest method, to prove reliability of the
questionnaire. The survey was tested and approved by marketing professionals; only until
than that the questionnaire has been sent to the targeted population.

Validity
Validity refers to how precisely a method measures what it is intended to measure. On the off
chance that it tests high validity, which implies it produces results that compare to genuine
 P A G E | 21

qualities, properties and varieties in the physical or social world (Wilson, 2018). The
questionnaire results were answered different times by different people and it was closely the
same answers.

4 CHAPTER IV : DATA ANALYSIS, RESULTS AND

DISCUSSION

4.1 QUALITATIVE ANALYSIS, RESULTS AND DISCUSION

Empirical Findings
Empirical findings presents the results from collected data through the conduction of five
semi-structured interviews. The chapter will begin by introducing an overview of the
interview and interviewees and further present the material in following topics; (I) Digital
marketing and artificial intelligence; (II) The use of DM and AI; (III) The impact of DM and
AI on the sales growth of Moroccan companies.

Interview
The author conducted semi-structured interviews with all interviewees (Bryman and Bell,
2015). Meaning to physically meet the interviewees and create one interview guide,
applicable on all interviews (Appendix 1 – Interview Guide). Thus, not all interviews were
able to be be organized in a physical setting, some of the interviews were conducted via phone
call. The interviewer had to accept the fact that some marketing managers did not have the
possibility to meet in a physical setting.

The interviewer started by analyzing the purpose of the study, how it intended to add value to
the digital marketing field. The author continued explaining how the interview will process
and i will be recorded, it is until the interviwer had a confirmation from the interviewee that it
has been recorded, than transcribed. Just as portraying the moral contemplations in regards to
namelessness of the interviewees personalities and working environment (Bryman and Bell,
2015). Subsequent to introducing past referenced facts, the interviwer started to ask the
questions and record the interviewees who took approximately around ten minutes. The
interviewer The interviews, added various and intriguing new information.
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Interviewees
The interviewees, also known as informants, who have been chosen to contribute to this
report, are all specialist and/or experts of digital marketing. This was valuable in terms of
being able to provide concrete examples and identify the impact that digital marketing
technologies have on the sales growth of companies. Another criterion is that all the
informants are based in Morocco, to provide a geographical context to the study. The focus
will be on the common factors that all the informants have provided during the interviews. To
view the interviewee table (APPENDIX 2).

DIGITAL MARKETING
Consumer behavior and company practices have both changed as a result of the internet and
social media's use. Organizations can benefit from social and digital marketing by lowering
expenses, increasing brand awareness, and increasing revenues.

« First of all, today we cannot discuss the importance of the digital marketing, because it has
became the foundation a business or a company, especially with the last Covid-19 situation,
many companies have understood the importance of having a digital presence. But having a
presence does not necessarily mean your present, unless if it has a whole vision and objective
and also be consistent with the customers needs and wants with various digital attractive
content. » - Mehdi, 2020

Companies for many years have spent a fortune on Traditional Marketing which is not easy to
quantify or to measure its impact. For example: Ads in magazines or in newspapers or even
billboards, and sometimes it are not that easy to quantify how many people were exposed to
the ad. However, thanks to the Digital Marketing, the equation has changed, you can put an ad
on a website, and you will have a specific concrete data about who view it, how much time
they spend watching it, how many clicks and so on. That’s why I believe Digital Marketing is
very important. Companies opt for Digital Marketing to do the advertising but also to measure
and analyse the customer behaviour and to provide a better service based on the analytics
provided by digital Marketing (Ouijdane, 2020, Messay, 2020). Digital Marketing focuses
on the social media and the links to e-commerce. Which are two main strong Digital
Marketing pratices every business use nowdays at the aim of improving their return on
investement (Raja, 2020).
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ARTIFICIAL INTELLIGENCE THE NEXT MARKETING REVOLUTION

With today's AI solutions, marketers can bridge the gap between the massive volumes of data
acquired by firms and exploit these assets to develop and execute effective optimized "one-to-
one" personalized marketing at scale. Artificial intelligence looks to have an impact on
marketing techniques, including business models, sales procedures, customer service
alternatives, and customer behavior. Artificial intelligence applications in the marketing are
used to track and forecast the next purchase decisions of target customers, as well as to
optimize the customer's journey.

Digital Marketing is a sum of different technologies, and one of them is Artificial

Intelligence. Thanks to Algorithms, Facial recognition, Fast Data processing and profound
analytics of the customer behaviour and their purchasing habits. Helps better understanding
and assist a clear and precise vision about the customers. Their needs and desires
(Abdessamad, 2020).

Artificial Intelligence will revolutionize marketing in terms of marketing functions. An

example of artificial intelligence functions in marketing are: personalization, social listening,
and content creation which will help the digital marketing practices of companies to be more
precise towards targeting to the right people with the right channel at the right time and with
the right manner: Inclusive instead interpretive advertising. Artificial Intelligence algorithms
change and get stronger every day; with Artificial Intelligence will help marketers to bridging
the gap between massive volumes of data collected by organizations and tailored marketing
(Mehdi, 2020).

Digital Marketing is a sum of different technologies, and one of them is Artificial Intelligence.
Thanks to Algorithms, Facial Recognition, Fast Data processing and profound analytics of
the customer behaviour and their purchasing habits. This helps a better understanding and
assist a clear and precise vision about the customers needs and desires, which transalates in
having more data about the customers, and who say more data, says more profound analytics.
For this matter, Artificial Intelligence certainly have an impact on Digital Marketing
effeciency. International holdings have understood the greater impact artificial Intelligence
 P A G E | 24

has on the pratices of digital Marketing and Eventually on sale. For this matter, they have
started to put heavy investments on AI, and the human capital who can use and understand
these technologies. All of this, to better serve the customer via the use Artificial Intelligence
(Abdessamad, 2020).

Dr. Raja insists on the fact that investing in Artificial Intelligence represents a real challenge
for most companies whether that it is about availability of data, investment in information
communications technology tools (ICT) and/or finding skilled labour. However, artificial
intelligence is already implemented inside many international holdings, and we can see that it
has the most efficient great impact on sales (Raja, 2020).

IMPACT OF DIGITAL MARKETING ON SALES

Digital Marketing have a strong impact on the sales growth justified by the numbers given by
many analytical tools and analytical departments, an example given by "Le groupement des
Annonceurs Marocains" which proves the positive contribution digital marketing on Sales
(Abdessamad, 2020).

Raja (2020) continue with highlighting the importance DM on the firm sales, mentioning that
people prefer buying online due to three main reasons : The unlimited choice, the economic
value and the freedom of choice (Raja, 2020). Moreover, Ouijdane (2020) insists about the
fact that many people, instead of looking for products in stores, which is for many is a waste
of time and income. Nowdays, customers prefer to purchase for their needs online (Ouijdane,
2020). The more customers are engaging with the company digital presence whether that be in
the website or in social media, the more customers the company generate, the more market it
holds. Digital Marketing is a great opportunity for companies to win more segments, which
ultimately translates in more sales (Mesay, 2020).

IMPACT OF ARTIFICIAL INTELLIGENCE ON SALES

Advanced technologies have had an impact on the field of sales and marketing, and this
impact will only grow in the near future. Artificial Intelligence, without a doubt, will hasten
the impact.
 P A G E | 25

Artificial Intelligence has a critical role in Marketing, to give you an example, the cookies
stored in the internet browser, which stores preferences, taste and history of purchase of each
connected person. Based on these data collection, AI systems define potential customers for
each company product and service. Consequently, AI systems defines the target market and
display personalized targeted ads (Raja, 2020).

It’s is true that there’s a small number of firms which uses Artificial Intelligence; AI is still in
its beginning. The companies who practice Artificial Intelligence are mostly banks, aviation
and tourism sites. They usually use Chabot’s and personalization of content AI functions. But
one thing which is sure is that Artificial Intelligence has a positive impact on the sales
(Mehdi, 2020).

The best example of how a company can be successful using Artificial Intelligence is
collecting all the types of data about their potential buyers and customers and/or use
FaceBook AI Targeted ads option. Big companies in international scale are directing their
focus towards Artificial Intelligence, The principal reason for using Digital Marketing and
Artificial Intelligence is to generate more revenues and have more impact on the sales growth
of companies (Abdessamad, 2020).

WHAT LACKS IN THE DIGITAL MARKETING AND ARTIFICIAL

INTELLIGENCE OF MOROCCAN COMPANIES
Moroccan companies are charging their way of doing business, and I think their digital
practices are quite good. They are following what is happening in the other countries
developed countries. At the beginning we were using traditional methods, but thanks to the
evolution of technology, I can say that we are moving towards the good faction, the digital
marketing practices of Moroccan companies is in a great level (Ouijdane, 2020).

Most companies, are using different digital marketing tools, to reach the connected customers.
For this matter, to get new customers, I advice Moroccan companies to use diversified digital
marketing and AI tools and types. Furthermore, apply different Marketing strategies for
different situations. Companies must also pay attention to the credibility of the database
they’re using and consider bigdata analytics when making strategic decisions. Moreover,
 P A G E | 26

Moroccan companies must also relate the mixing the approach of customer behaviour with the
digital Marketing pratices of their business (Messay, 2020).

I have been watching and analysing the digital marketing practices of Moroccan companies,
and i can say that there's some firms which respect it and do it in a professional, effective and
efficient way. On the other hand, there's some companies who did not succeed to attend that
level yet. What lacks the Moroccan companies is the pratice of a digitalized strategy which is
concentrated on the user experience and the online customer experience. Therefore, digital
Marketing for me does not only include the use of many digital types and tools, but it's a
whole concept which must be implemented and developed internally to come up with a
digitalized customer centric strategy to evidently have an impact on customers and generate
more sales. Marketers preparedness to embrace AI, as well as the readiness of companies to
adopt an AI-centric approach, should be considered by marketers, 2020)

Discussion of results:
The analysis of the interviews was divided and presented in four various themes; (i) the
importance of digital marketing; (ii) artificial intelligence the next marketing revolution (iii)
the impact Digital Marketing has on the sales growth of companies. The third section (iiii)
concerns the impact artificial intelligence solutions has on the sales growth of companies.

The first section shows that marketers perceived digital marketing practices and usage for
marketing purposes, differently. Even though all marketers concluded that digital marketing
comes with its advantages, they saw the adoption process of the technology and the usage of it
distinctively.

The second section highlights the contribution of artificial intelligence solutions to acheive
the marketing and sales objectives. Most of the interviewee agrees that artificial intelligence is
an advancement which will truly enhanced the world of digital marketing. Thanks to big data,
AI applications in marketing continue to track and identify the most promising leads, predict
the target consumers' next purchasing decisions, and improve the customer/user experience.
The essential ingredients of AI's power are massive data, machine learning, and powerful
solutions.
 P A G E | 27

Regarding the impact that digital marketing as on the sales growth of companies, the
interviewee agree that most of customers are connected, exposed to various products and
services whether that be in the national or the international level. Therefore, in order to
survive in the online world and to be competitive, companies must adopt an innovative
flexible digital marketing strategy, which first of all, targets the potential customers who
matches the buyer persona characteristics; we usually call them qualified leads. Qualified
leads are contacts the sales team has qualified as potential customers. Secondly, companies
must nurture the leads, by following a consistent e-customer relationship management
strategy which connects and builds relationships, and engages by offering relevant material at
each level of the sales funnel to potential consumers, this step is called lead nurturing.
Moreover, make an appropriate plan which details all the applicable actions at each touch
point of the online customer journey to satisfy the customers’ user experience to ultimately
achieve the sales goals.

The interviewee had made it clear that artificial intelligence solutions have a great impact on
the extent of sales growth of businesses, also it represents the modern way of winning
competitive advantages. Advanced technologies have had an impact on the field of sales and
marketing, and this impact will only grow in the near future. Artificial intelligence
functionalities such as processing and analyzing big data in seconds; an impossible task for
humans, automating repetitive marketing activities, thinking AI to arrive to optimized
business decisions and a more developed stage, feeling AI for analyzing interactions and
customers’ emotions. Artificial intelligence helps decision-makers make sense out of
customer data and turn the data into powerful customer insights. Consequently, artificial
intelligence solutions provides a personalized experience which matches perfectly with
customers’ expectations, makes them more attached to the brand products and services which
ultimately translate in more sales revenue for the company.
 P A G E | 28

4.2 QUANTITAVE ANALYSIS, RESULTS AND DISCUSSION

Introduction
The aim of this research paper is to define digital marketing and artificial intelligence
solutions impact on the sales’ growth of Morrocan companies. This chapter contains in the
first section the summary statistics from Morrocan companies responses, while the second
section contains the discussions of the study findings, and last section summarize the findings,
conclusions, and recommendations from the data analysis.

Summary Statistics
The study starts with analysing digital marketing and artificial intelligence solutions impact
on sales growth of Morrocan companies, 252 Moroccan companies responded by returning
the survey. This resulted in a 44.2% response rate, with the remaining 55.8% not replying
because they were unable to provide their company information.
Descriptive Statistics
Number of Employees by Moroccan companies
Table 1 : Number of employees’ distribution

Frequency Percent Cumulative Percent

Valid Between 1 and 9 Employees 90 35,7 35,7

Between 10 and 49 Employees 157 62,3 98,0

Between 50 and 249 Employees 5 2,0 100,0

Total 252 100,0

Source: Research data (2021)

Table 1: the table shows the number of employees in Moroccan companies who ansawered.
The study findings indicated that 35.7% (N=90) that they have between 1 and 9 employees,
62.3% (N=157) of them indicated that they have between 10 and 49 employees, while 2.0%
(N=5) have employees between 50 and 249 employees.
 P A G E | 29

Inferential Statistics

Extent of Digital Marketing Usage

Social Media
Table 2 : Extent of Social Media Usage

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 4 1,6 1,6

Great Extent 58 23,0 24,6

Very Great Extent 190 75,4 100,0

Total 252 100,0

N Mean score Std. Deviation

Extent of social media usage 252 4.74 0.475

Valid N 252
Research data (2021)

The extent of social media usage as a form of digital marketing by the companies in
Morocco is presented in Table 2. The study results indicated that 1.6% (N=4) of the
Moroccan firms use social media as a form of marketing to a moderate extent, 23.0%
(N=58) of the SMEs use social media marketing to a great extent, and 75.4% (N=190) of
them use social media marketing to a very great extent. From the mean calculation of the
responses, the overall mean was 4.74 which implied that social media marketing is used by
Moroccan companies to a great extent.
 P A G E | 30

Email Marketing
Table 3 : Extent of Email Marketing Usage

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0
Little Extent 1 ,4 ,4

Moderate Extent 2 ,8 1,2

Great Extent 49 19,4 20,6

Very Great Extent 200 79,4 100,0

Total 252 100,0

N Mean score Std. Deviation

Extent of Email Marketing 252 4.78 0.462

Valid N 252
Research data (2021)

The extent of email usage by firms in Morocco was provided in Table 3. From the table,
19.4% (N=49) of the respondents used email to a great extent as a way for digital marketing
while 79.4% (N=200) of the companies use email to a very great extent. Only 8.0% (N=2) of
the firms use email as a form of marketing tool to a moderate extent and 4% (N=1) used email
marketing to a little extent. For the overall usage, the mean usage of email marketing by
Moroccan companies was 4.78 which implied that email marketing usage was done to a very
great extent.

Search Engine Marketing

Table 4 : Extent of Search Engine Marketing (SEM) Usage

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 1 ,4 ,4

Moderate Extent 4 1,6 2,0

Great Extent 64 25,4 27,4

Very Great Extent 183 72,6 100,0

Total 252 100,0

 P A G E | 31

N Mean score Std. Deviation

Extent of SEM usage 252 4.70 0.515

Valid N 252
Research data (2021)

Table 4 above provided the extent of search engine marketing (SEM) usage as a form of
marketing was used by companies in Morocco. From the responses, the results indicated
that 4.0% (N=1) of Moroccan firms use SEM to a little extent. Another 1.6% (N=4)
indicated that they use SEM to a moderate extent and 25.4% (N=64) of them use SEM to a
great extent, while 72.6% (N=183) used Search Engine Marketing to a very great extent.
The mean responses indicated a value of 4.70 which implied that search engine marketing
is used by Moroccan firms by great extent.
Search Engine Optimization
Table 5: Extent of Search Engine Optimization (SEO) Usage

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 1 ,4 ,4

Moderate Extent 3 1,2 1,6

Great Extent 77 30,6 32,1

Very Great Extent 171 67,9 100,0

Total 252 100,0

N Mean score Std. Deviation

Extent of SEO usage 252 4.65 0.547

Valid N 252

Research data (2021)

Table 5 provides the extent of search engine optimization (SEO) usage as a form of
marketing was used by companies in Morocco. From the responses, the results indicated
that 4.0% (N=1) of Moroccan firms use SEO to a little extent. Another 1.2% (N=3)
indicated that they use SEO to a moderate extent and 30.6% (N=77) of them use SEO to a
 P A G E | 32

great extent, while 67.9% (N=171) used Search Engine optimization to a very great extent.
The mean responses indicated a value of 4.65 which implied that SEO is used by Moroccan
firms by great extent.

Mobile Marketing
Table 6: Extent of Mobile Marketing (MM) Usage

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 1 ,4 ,4

Moderate Extent 5 2,0 2,4

Great Extent 46 18,3 20,6

Very Great Extent 200 79,4 100,0

Total 252 100,0

N Mean score Std. Deviation

Extent of mobile marketing (MM) usage 252 4.76 0.519

Valid N 252
Research data (2021)

Table 6 indicates the extent of mobile marketing by companies in Morocco. From the
responses given, 0.4% (N=1) use mobile marketing to a little extent, 2.0% (N=5) use
mobile marketing to a moderate extent, while 18.3% (N=46) of companies in Morocco use
mobile marketing as a digital marketing technique to a great extent and 79.4% (N=200) use
email marketing to a great extent. The overall mean of the responses indicated a mean of
4.76 which implied that the Moroccan firms use mobile marketing to a very great extent.
 P A G E | 33

Table 7 : Extent of Pay per Click Usage

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 1 ,4 ,4

Moderate Extent 5 2, 2,4

Great Extent 56 22,2 24,6

Very Great Extent 190 75,4 100,0

Total 252 100,0

N Mean score Std. Deviation

Extent of Pay per Click usage 252 4.72 0.538

Valid N 252
Research data (2021)

Table 7 provides the extent of pay per click usage as a form of advertising by Moroccan
companies. The study findings indicated that 0.4% (N=1) of the firms located in Morocco
use pay per click marketing as a digital marketing technique to a little extent. Another 0.2%
(N=5) of them use pay per click to a moderate extent, while 22.2% (N=56) use pay per
click as a digital marketing tool to a great extent and 75.4% (N=190) use Pay per Click in a
very great extent. The mean responses indicated a value of 4.72 which implied that pay per
click greatly used by Moroccan companies.

Table 8: Extent of Display Advertising Usage

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 8 3,2 3,2

Great Extent 44 17,5 20,6

Very Great Extent 200 79,4 100,0

Total 252 100,0

 P A G E | 34

N Mean score Std. Deviation

252 4.76 0.496
Extent of display advertising usage
Valid N 252
Research data (2021)

Online advertising was the last digital technique analyzed by the study of Digital Marketing
extent of use part, and the results were presented in Table 8. From the responses provided,
the results indicated that 3.2 (N=8) of Moroccan companies use online advertising to a
moderate extent, while 17.5% (N=44) of the companies use online advertisement as a way
of marketing to a great extent and 79.4% (N=200) use online ads in a very great extent. The
mean responses calculated indicated a mean of 4.76 which implied that in general online
advertising was used to a very great extent by Moroccan companies.

Extent of Artificial Intelligence Usage

Chatbots
Table 9: Extent of Chatbots Usage

Frequency Percent Cumulative Percent

Valid No Extent 1 ,4 ,4

Little Extent 1 ,4 ,8

Moderate Extent 2 ,8 1,6

Great Extent 68 27,0 28,6

Very Great Extent 180 71,4 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.69 0.551
Extent of Chatbots usage
Valid N 252
Research data (2021)

The extent of Chatbots usage as a form of Artificial Intelligence tool by the companies in
Morocco is presented in Table 9. The study results indicated that 0.4% (N=1) of the
Moroccan firms do not use Chatbots, while 0.4% (N=1) use Chatbots as a form of Artificial
 P A G E | 35

Intelligence tool to a little extent, 0.8% (N=2). While 27.0% (N=68) of Moroccan
companies use Chabot’s to a great extent, and 71.4% (N=180) of them use Chabot’s to a
very great extent. From the mean calculation of the responses, the overall mean was 4.69
which implied that chatbots is used by Moroccan companies to a great extent.

Recommendation System Algorithms

Table 10: Extent of Recommendation System Algorithms Usage

Frequency Percent Cumulative Percent

Valid No Extent 2 ,8 ,8

Little Extent 2 ,8 1,6

Moderate Extent 10 4,0 5,6

Great Extent 54 21,4 27,0

Very Great Extent 184 73,0 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.65 0.672
Extent of Recommendation System Algorithms
usage
Valid N 252
Research data (2021)

The extent of Recommendation System Algorithms by Moroccan companies was provided in

Table 10. From the table, 0.8% (N=2) of the respondents agreed that they do not use
recommendation algorithms and 0.8% (N=2) also said they use recommendation systems I a
little extent. While 0.4% (N=10) use algorithms for marketing purpose in a moderate extent.
Additionally, 21.4% (N=54) use recommendation systems in a great extent and 73.0 %
(N=184) of the companies use recommendation algorithms to a very great extent. For the
overall usage, the mean usage of Recommendation System Algorithms for marketing
purposes by Moroccan companies is 4.65 which implied that recommendation systems usage
is done to a very great extent.
 P A G E | 36

Table 11 : Extent of Predictive Analytics Usage

Frequency Percent Cumulative Percent

Valid No Extent 1 ,4 ,4

Little Extent 1 ,4 ,8

Moderate Extent 4 1,6 2,4

Great Extent 65 25,8 28,2

Very Great Extent 181 71,8 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.68 0.567
Extent of Predictive Analytics usage
Valid N 252
Research data (2021)

The extent of Predictive Analytics usage by Moroccan companies was provided in Table 11.
From the table, 0.4% (N=1) of the respondents agreed that they do not use predictive analytics
and 0.4% (N=4) also said they use predictive analytics in a little extent. While 1.6% (N=4)
use predictive analytics for marketing purpose in a moderate extent. Additionally, 25.8%
(N=56) use predictive analytics in a great extent and 71.8 % (N=181) of the Moroccan
companies use in a very great extent predictive analytics. For the overall usage, the mean
usage of predictive analytics for marketing purposes by Moroccan companies is 4.68 which
implied that predictive analytics usage is done to a very great extent.

Table 12: Extent of sales forecasting systems Usage

Frequency Percent Cumulative Percent

Valid No Extent 1 ,4 ,4

Little Extent 1 ,4 ,8

Moderate Extent 12 4,8 5,6

Great Extent 50 19,8 25,4

Very Great Extent 188 74,6 100,0

Total 252 100,0

 P A G E | 37

N Mean score Std. Deviation

252 4.68 0.622
Extent of sales forecasting systems usage
Valid N 252
Research data (2021)

The extent of Sales Forecasting systems by Moroccan firms was provided in Table 12. From
the table, 19.8% (N=50) of the respondents used sales forecasting software’s to a great extent
while 74.6% (N=188) of the companies use sales forecasting to a very great extent. Only
4.8% (N=12) use sales forecasting as a form of artificial intelligence tool to a moderate extent
and 4.0% (N=1) to a little extent and 4.0% (N=1) do not use at all the sales forecasting
systems. For the overall usage, the mean usage of sales forecasting by Moroccan companies is
4.68 which implied that Moroccan companies use sales forecasting in a very great extent.

Table 13: Extent of personalization software Usage

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 13 5,2 5,2

Great Extent 55 21,8 27,0

Very Great Extent 184 73,0 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.68 0.568
Extent of personalization software
Valid N (list wise) 252
Source: Research data (2021)

Table 13 indicates the extent of personalization software usage by the Moroccan firms.
From the responses given, 5.2% (N=13) use content personalization software to a moderate
extent, while 21.8% (N=55) of Moroccan companies use the content personalization
intelligence as a digital marketing technique to a great extent and 73.0% (N=184) use
personalization content to a great extent. The overall mean of the responses indicated a
mean of 4.68 which implied that the Moroccan firms use personalized content for their
 P A G E | 38

customers to a very great extent.

Table 14 : Extent of Pixel & Cookies Usage

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 8 3,2 3,2

Great Extent 59 23,4 26,6

Very Great Extent 185 73,4 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.70 0.523
Extent of Pixel & Cookies Usage
Valid N 252
Research data (2021)

Table 14 indicates the extent of Pixel and Cookies usage by Moroccan companies. From the
responses given 3.2% (N=8) use pixel and cookies to a moderate extent, while 23.4% (N=59)
of companies in Morocco use pixel and cookies as a digital marketing technique and artificial
intelligence tool to a great extent and 73.4% (N=185) use pixel and cookies to a great extent.
The overall mean of the responses indicated a mean of 4.70 which implied that the Moroccan
firms use pixel and cookies to a very great extent.
 P A G E | 39

Impact of Digital Marketing tools on the sales growth of Moroccan companies

Social Media usage impact on sales growth
Table 15: Extent of sales growth using Social Media

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 67 26,6 26,6

Great Extent 8 3,2 29,8

Very Great Extent 177 70,2 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.14 1.336
Extent of Sales Growth using Social Media
Valid N 252
Research data (2021)

Table 15 provided the effect of Social Media marketing on the sales of Moroccan companies
with respect to the extent of adoption. Results indicated that 26.6% (N=67) of Moroccan firms
experienced a moderate extent of sales growth using social media, 3.2% (N=8) indicated that
they had a great extent of sales growth using social media while, 70.2% (N=177) Moroccan
companies confirmed that their sales increased by using social media to a very great extent.
The mean responses indicated a value of 4.14 which implied that Most of Moroccan
companies have witnessed sales growth by the use of social media.
Table 16: Extent of sales growth using Email Marketing

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 1 ,4 ,4

Moderate Extent 5 2,0 2,4

Great Extent 51 20,2 22,6

Very Great Extent 195 77,4 100,0

Total 252 100,0

 P A G E | 40

N Mean score Std. Deviation

252 4.75 0.504
Extent of sales growth using Email Marketing
Valid N 252
Research data (2021)

Table 16 provided the effect of Email marketing on the sales of Moroccan companies with
respect to the extent of adoption. Results indicated that 0.4% (N=1) Of Moroccan businesses
experienced a little extent of sales growth using email marketing, 0.2% (N=5) of Moroccan
businesses experienced a moderate extent of sales growth using email marketing. While,
20.2% (N=51) indicated that they had a great extent of sales growth using social media.
Furthermore, 77.4% (N=195) of Moroccan companies confirmed that their sales increased by
using email marketing techniques to a very great extent. The mean responses indicated a
value of 4.75 which implied that Most of Moroccan companies have witnessed a very great
extent of sales growth using of email marketing.

Table 17: Extent of sales growth using Search Engine Marketing (SEM)

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 1 ,4 ,4

Moderate Extent 3 1,2 1,6

Great Extent 66 26,2 27,8

Very Great Extent 182 72,2 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.70 0.508
Extent of Sales Growth using (SEM)
Valid N 252
Research data (2021)

Table 17 provided the effect of Search Engine Marketing on the sales of Moroccan companies
with respect to the extent of adoption. Results indicated that 0.4% (N=1) Of Moroccan
businesses experienced a little extent of sales growth using SEM, 1.2% (N=3) of Moroccan
 P A G E | 41

experienced a moderate extent of sales growth using SEM. While, 26.2% (N=66) indicated
that they had a great extent of sales growth using social media. Furthermore, 77.4% (N=195)
of the Moroccan firm confirmed that their sales increased using SEM techniques to a very
great extent. The mean responses indicated a value of 4.70 which implied that Most of
Moroccan companies have witnessed a very great extent of sales growth using search engine
marketing.
Table 18: Extent of sales growth using Search Engine Optimization (SEO)

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 9 3,6 3,6

Great Extent 62 24,6 28,2

Very Great Extent 181 71,8 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.68 0.538
Extent of Sales Growth using (SEO)
Valid N 252
Research data (2021)

Table 18 provided the effect of Search Engine Optimization (SEO) on the sales of Moroccan
companies with respect to the extent of adoption. Results indicated that 3.6% (N=9) of
Moroccan companies experienced a moderate extent of sales growth using SEO. While,
24.6% (N=62) indicated that they had a great extent of sales growth using search engine
optimization. Furthermore, 71.8% (N=181) of the Moroccan companies confirmed that their
sales increased using SEO to a very great extent. The mean responses indicated a value of
4.48 which implied that most Moroccan companies have witnessed a very great extent of sales
growth using search engine optimization.
 P A G E | 42

Tableau 19: Extent of sales growth using Mobile Marketing (MM)

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 6 2,4 2,4

Great Extent 64 25,4 27,8

Very Great Extent 182 72,2 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.70 0.509
Extent of Sales Growth using Mobile Marketing
Valid N 252
Research data (2021)

Table 19 provided the effect of use of Mobile Marketing on Moroccan company’s sales
growth, with respect to the extent of adoption. Results indicated that 2.4% (N=6) of Moroccan
firms experienced a moderate extent of sales growth using mobile marketing. While, 25.4%
(N=64) indicated that they had a great extent of sales growth using search engine
optimization. Furthermore, 72.2% (N=182) of Moroccan companies confirmed that their sales
increased using mobile marketing to a very great extent. The mean responses indicated a
value of 4.70 which implied that most Moroccan companies have witnessed a very great
extent of sales growth using mobile marketing.
Table 20: Extent of sales growth using Pay per Click (PPC)

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 15 6,0 6,0

Great Extent 60 23,8 23,8

Very Great Extent 177 70,2 70,2

Total 252 100,0 100,0

N Mean score Std. Deviation

 P A G E | 43

252 4.64 0.592

Extent of Sales Growth using (PPC)
Valid N 252
Research data (2021)

Table 20 provided the effect of use of Pay per Click on Moroccan company’s sales growth,
with respect to the extent of adoption. Results indicated that 6.0% (N=15) of Moroccan
companies experienced a moderate extent of sales growth using pay per click (PPC). While,
23.8% (N=60) indicated that they had a great extent of sales growth using pay per click.
Furthermore, 70.2% (N=177) Moroccan companies confirmed that their sales increased using
pay per click to a very great extent. The mean responses indicated a value of 4.64 which
implied that most Moroccan companies have witnessed a very great extent of sales growth
using pay per click digital marketing technique.

Table 21: Extent of sales growth using Display Advertising

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 7 2,8 2,8

Great Extent 59 23,4 26,2

Very Great Extent 186 73,8 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.71 0.512
Extent of Sales Growth using display advertising
Valid N 252
Research data (2021)

Table 21 provided the effect of using Display Marketing on the sales growth of Moroccan
companies, with respect to the extent of adoption. Results indicated that 2.8% (N=7) of
Moroccan companies experienced a moderate extent of sales growth using display
advertising. While, 23.4% (N=59) indicated that they had a great extent of sales growth using
display advertising. Moreover, 73.8% (N=186) of Moroccan firms have confirmed that their
sales increased using to very great extent thanks to display advertising. The mean responses
 P A G E | 44

indicated a value of 4.71 which implied that most Moroccan companies have witnessed a very
great extent of sales growth using display advertising.
Impact of Artificial Intelligence tools on the sales growth of Moroccan companies
Table 22: Extent of sales growth using chatbots

Frequency Percent Cumulative Percent

Valid No Extent 1 ,4 ,4

Little Extent 2 ,8 1,2

Moderate Extent 3 1,2 2,4

Great Extent 73 29,0 31,3

Very Great Extent 173 68,7 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.65 0.591
Extent of Sales Growth using chatbots
Valid N 252
Research data (2021)

Table 22 provided the effect of chatbots as an artificial intelligence tool, on the sales growth
of Moroccan companies, with respect to the extent of adoption. Results indicated that 0.4
(N=1) of the business based in Morocco did not experience any sales growth using chatbots
on their websites, another 0.8% (N=2) also expressed that they experienced a little extent of
sales growth using chatbots. An additional 1.2% (N=3) of Moroccan companies experienced a
moderate extent of sales growth using chatbots technology. While, 29.0% (N=73) indicated
that they had a great extent of sales growth using chatbots and 68.7% (N=173) of Moroccan
firms have confirmed that their sales increased using to very great extent thanks to the
chatbots technology. The mean responses indicated a value of 4.65 which implied that most
Moroccan companies have witnessed a very great extent of sales growth using chatbots
technology in their website.
 P A G E | 45

Table 23: Extent of sales growth using recommendation algorithms

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 2 ,8 ,8

Moderate Extent 16 6,3 7,1

Great Extent 71 28,2 35,3

Very Great Extent 163 64,7 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.57 0.649
Extent of Sales Growth using recommendation
algorithms
Valid N 252
Research data (2021)

Table 23 provided the effect of using recommendation algorithms as an artificial intelligence

tool, on the sales growth of Moroccan companies, with respect to the extent of adoption.
Results indicated that 0.8% (N=2) expressed that they experienced a little extent of sales
growth using recommendation algorithms. An additional 6.3% (N=16) of Moroccan
companies experienced a moderate extent of sales growth using recommendation algorithms.
While, 28.2% (N=71) indicated that they had a great extent of sales growth using
recommendation algorithms and 64.7% (N=163) of Moroccan firms have confirmed that their
sales increased using to very great extent thanks to the recommendation algorithms
technology. The mean responses indicated a value of 4.57 which implied that most Moroccan
companies have witnessed a very great extent of sales growth using recommendation
algorithms.
 P A G E | 46

Table 24: Extent of sales growth using Predictive Analytics

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 1 ,4 ,4

Moderate Extent 13 5,2 5,6

Great Extent 63 25,0 30,6

Very Great Extent 175 69,4 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.63 0.600
Extent of Sales Growth using Predictive Analytics
Valid N 252
Research data (2021)

Table 6.3 provided the effect of using Predictive Analytics as an artificial intelligence tool, on
the sales growth of Moroccan companies, with respect to the extent of adoption. Results
indicated that 0.4% (N=1) expressed that they experienced a little extent of sales growth using
predictive analytics. An additional 5.2% (N=13) of Moroccan companies experienced a
moderate extent of sales growth using predictive analytics. While, 25.0% (N=63) indicated
that they had a great extent of sales growth using predictive analytics and 69.4% (N=175) of
Moroccan firms have confirmed that their sales increased using to very great extent thanks to
predictive analytics. The mean responses indicated a value of 4.63 which implied that most
Moroccan companies have witnessed a very great extent of sales growth using predictive
analytics technology.
 P A G E | 47

Table 25: Extent of sales growth using Sales Forcasting

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 1 ,4 ,4

Moderate Extent 14 5,6 6,0

Great Extent 61 24,2 30,2

Very Great Extent 176 69,8 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.63 0.607
Extent of Sales Growth using sales forecasting
Valid N 252
Research data (2021)

Table 25 provided the effect of sales forecasting as an artificial intelligence tool, on the sales
growth of Moroccan companies, with respect to the extent of adoption. Results indicated that
0.4% (N=1) expressed that they experienced a little extent of sales growth using sales
forecasting. An additional 5.6% (N=14) of Moroccan companies experienced a moderate
extent of sales growth using sales forecasting. While, 24.2% (N=61) indicated that they had a
great extent of sales growth using sales forecasting and 69.8% (N=176) of Moroccan firms
have confirmed that their sales increased using to very great extent using sales forecasting.
The mean responses indicated a value of 4.63 which implied that most Moroccan companies
have witnessed a very great extent of sales growth using sales forecasting.
Table 26: Extent of sales growth using content personalization

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 0 0 0

Moderate Extent 9 3,6 3,6

Great Extent 64 25,4 29,0

Very Great Extent 179 71,0 100,0

Total 252 100,0

 P A G E | 48

N Mean score Std. Deviation

252 4.67 0.540
Extent of Sales Growth using content
personalization
Valid N 252
Research data (2021)

Table 26 provided the effect of personalizing their content to each customer using content
personalization strategy as an artificial intelligence tool, on the sales growth of Moroccan
companies, with respect to the extent of adoption. Results indicated that 3.6% (N=9) of
Moroccan companies experienced a moderate extent of sales growth using content
personalization. While, 25.4% (N=64) indicated that they had a great extent of sales growth
using content personalization and 71.0% (N=179) of Moroccan firms have confirmed that
their sales increased using to very great extent using content personalization. The mean
responses indicated a value of 4.67 which implied that most Moroccan companies have
witnessed a very great extent of sales growth thanks to content personalization which is as an
artificial intelligence tool.
Table 27 : Extent of sales growth using pixel and cookies

Frequency Percent Cumulative Percent

Valid No Extent 0 0 0

Little Extent 1 ,4 ,4

Moderate Extent 11 4,4 4,8

Great Extent 53 21,0 25,8

Very Great Extent 187 74,2 100,0

Total 252 100,0

N Mean score Std. Deviation

252 4.69 0.571
Extent of Sales Growth using pixel and cookies
Valid N 252
Research data (2021)

Table 27 provided the effect of using pixel and cookies which collects all the data about
potential customers, an artificial intelligence tool, on the sales growth of Moroccan
companies, with respect to the extent of adoption. Results indicated that 0.4% (N=1)
 P A G E | 49

expressed that they experienced a little extent of sales growth using pixel and cookies on their
website. An additional 4.4%% (N=11) of Moroccan companies experienced a moderate extent
of sales growth using the data collected from both pixel and cookies. While, 21.0% (N=53)
indicated that they had a great extent of sales growth using pixel and cookies and 74.2%
(N=187) of Moroccan firms have confirmed that their sales increased using to very great
extent by collecting customer data from pixel and the cookies. The mean responses indicated
a value of 4.69 indicates that Moroccan companies have witnessed a very great extent of sales
growth using pixel and cookies on their website.
Challenges of Digital Marketing Adoption
Table 28: Factors that affect Digital Marketing Adoption

Responses Cumulative
N Percent Percent
Lack of Finances 62 24.60% 24.60%
Lack of Digital Marketing competences 73 28.96% 53.56%
Lack of Suitable Digital Marketing Techniques 56 22.22% 75.78%
Lack of Time for Planning and Implementation 25 9.92% 85.7%
Laws and Policies on Digital Marketing 31 12.30% 98.0%
Other Challenges 5 2.0% 100%

Total 252 100.0%

Research data (2021)

The challenges of digital marketing adoption by Moroccan companies were provided as

shown in Table above. The findings indicated that the biggest challenge which hinder the
adoption of digital marketing is the lack of digital marketing competences 28.96% (N=73),
the second challenge is lack of finances, this was indicated with a 24.60% (N=62) of the
responses. Lack of suitable digital marketing techniques was the third challenge that was
experienced by Moroccan firms in adopting a proper digital marketing strategy with
22.22% (N=56). The fourth challenge that hinder digital marketing adoption by Moroccan
firms is laws and policies on Digital Marketing, this was presented by 12.30% (N=31).
Respondents have also indicated that lack of time for planning and implementation cause
them to give up on certain digital marketing practices.
 P A G E | 50

Challenges of Artificial Intelligence Adoption

Table 29: Factors that affect Artificial Intelligence Adoption

Responses Cumulative
N Percent Percent
Lack of Finances 49 19.44% 19.44%
Lack of Artificial Intelligence competences 98 38.88% 58.32%
Lack of Suitable Artificial Intelligence Techniques 9 3.57% 61.89%
Lack of Time for Planning and Implementation 55 21.82% 83.71%
Laws and Policies on Artificial Intelligence 31 12.30% 96.01%
Other Challenges 10 4% 100%

Total 252 100.0%

Source: Research data (2021)

The challenges of Artificial Intelligence adoption by Moroccan companies were provided

in the Table above. The findings indicated that the biggest challenge which hinder the
adoption and utilization of the newest technologies of artificial intelligence is the lack of
Artificial Intelligence competences 38.88% (N=98), this could be explained by the fact that
AI is a new technology and not many people can master artificial intelligence tools, the
second challenge is the lack of time for planning and implementation, many organization
concentrate on productions units and forget everything related to digital marketing and
customer service, this was indicated with a 21.82% (N=55) of the responses. Lack finance
was the third challenge which is experienced by Moroccan firms in adopting a proper
digital marketing strategy with 19.44% (N=49). The fourth challenge that hinder the
adoption of artificial intelligence inside Moroccan firms is laws and policies concerning
artificial intelligence, it might be due to the cause that AI systems are fed trough customers
data, and there’s a lot of ethical issues concerning this subject, this was presented by
12.30% (N=31). Respondents have also indicated with 3.57% (N=9) lack of time for
planning and implementation of artificial intelligence.
 P A G E | 51

Discussion of results:
The objective of the study was to assess the impact of digital marketing and artificial
intelligence on the sales of companies in Morocco. The study looked at the extent each
variable of digital marketing and artificial intelligence solution has on the sales growth of
Moroccan companies.

The digital marketing techniques which were analyzed are the extent use of: social media,
email marketing, search engine marketing, search engine optimization, mobile marketing, pay
per click and display advertising. From the results, digital marketing techniques are used to a
very great extent by Moroccan companies. The adoption of digital marketing is high because
it is a cheap way of advertising the company products and/or services and can also an easy
way to reach many potential customers.

Results have indicated that the adoption and the consistent use of different digital marketing
techniques have a great extent on the sales growth of the company products and/or services.
The world of marketing and sales is being reshaped by advances in digital marketing
technology. Real-time connectivity with customers is a possibility. has generated seemingly
endless possibilities for companies to ultimately increase their market share and increase their
sales level.

The findings also showed that the biggest challenges which hinder the adoption of digital
marketing in Morocco are the lack of digital marketing competences and the lack of financial
capabilities. Digital marketing is new form of technology, and it’s developing consistently.
For this matter, not a lot of marketers can keep up with the consistent changes of the digital
marketing trends. Additionally, paid advertising can be expensive especially for small and
medium companies who find hardship in investing their income in the digital marketing tools.

The study also analyzed artificial intelligence techniques. The artificial intelligence tools
which were analyzed are the extent use of: chatbots, recommendation algorithms, predictive
analytics, sales forecasting, content personalization and the extent of use of both pixel and
cookies.

From the results, the new artificial intelligence tools are used to a very great extent by
Moroccan companies. This can be explained by the fact that the study was conducted in 2021,
just after the worldwide pandemic of Covid-19, which has shifted a total new technological
 P A G E | 52

revolution called 4.0. Businesses have understood the importance and critical role of using
technology, and to have a digital presence in order survive in the connected world.

Results have indicated that the consistent use of different artificial intelligence tools have a
great extent on the sales growth of the company products and/or services. Advances in
artificial intelligence offers customers a personalized attention, the utilization of big data
ensures a great user experience. Artificial intelligence tools help to establish a personal
connection with each customer, which guarantee brand loyalty and an increase in the sales
level of the company.

The findings also showed that the biggest challenges which hinder the adoption of artificial
intelligence in Morocco are the lack of Artificial Intelligence competences, this could be
explained by the fact that artificial intelligence is a new technology and not many people can
master artificial intelligence tools, the second challenge is the lack of time for planning and
implementation, many organization concentrate on productions units and give little attention
to everything related to the updates in term of technology.
 P A G E | 53

5 CHAPTER V: CONCLUSION, RECOMMENDATIONS AND

SUGGESTIONS FOR FUTURE RESEARCH

5.1 CONCLUSION
Conclusions were drawn based on the findings of the study. Which measures the which extent
digital marketing and artificial intelligence solutions impacts the sales growth of Moroccan
companies. From the study results, it can be concluded that that Moroccan companies use
digital marketing and artificial intelligence solutions to a very great extent. This can be
explained by the fact that the study was conducted in 2021, just after the worldwide Covid-19
pandemic, which shifted a total new technological revolution called 4.0. Businesses have
understood the importance and critical role of using technology, and to have a digital presence
in order survive in the connected world.

Results have indicated that the adoption and the consistent use of different digital marketing
techniques have a great extent on the sales growth of the company products and/or services.
The world of marketing and sales is being reshaped by advances in digital marketing
technologies which generated seemingly endless possibilities for companies to ultimately
increase their market share and increase their sales level. Simultaneously, the new artificial
intelligence tools have proven to have a great extent on the sales growth of Moroccan
companies. The potential for real-time connectivity with customers has generated seemingly
endless possibilities for companies to ultimately increase their market share and increase their
sales level.

The study concluded that the biggest challenges which hinder the adoption of digital
marketing in Morocco are the lack of digital marketing competences and the lack of financial
capabilities. Digital marketing is new form of technology, and it’s developing consistently.
For this matter, not a lot of marketers are capable to keep up with the consistent changes of
digital marketing trends. Additionally, paid advertising can be expensive especially for small
and medium companies who find hardship in investing their income in the digital marketing
tools. The study findings with regards to the challenges faced by Moroccan companies when
it concerns the adoption of artificial intelligence solutions are the lack of Artificial
Intelligence competences, this could be explained by the fact that AI is a new technology and
 P A G E | 54

not many people can master artificial intelligence tools, the second challenge was the lack of
time for planning and implementation.

5.2 RECOMMENDATIONS
The report presented recommendations based on the research findings and conclusions
concerning the extent to which Moroccan enterprises are adopting digital marketing and
artificial intelligence solutions. The first recommendation is that Moroccan employees should
be more trained and sensitized on the available of digital marketing techniques and artificial
intelligence solutions and how they can use the new technologies for business aims and
objectives. The study also recommends that managers and heads of Moroccan companies
ensure a proper digital marketing department inside their company, and sacrifice respectful
budgets to technology.

5.3 SUGGESTION FOR FURTHER RESEARCH

One of the study's recommendations for further research is that further research be done
outside of Morocco, as this would allow for comparison and approval or disapproval of the
study's findings in terms of digital marketing and artificial intelligence solutions. The
company should also consider how digital marketing influences other parts of the business,
such as customer behavior, user experience, and the management of online touch points that
clients encounter before making a purchase. As well as the other factors that influence
Moroccan companies' sales growth and profitability.
 P A G E | 55

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of Humanity (p. IX). Atria Books. – Kindle Edition.
 P A G E | 56

Yusuf Kamal (2016). - Study of Trend in Digital Marketing and Evolution of Digital
Marketing Strategies – IJESC.
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 P A G E | 57

6 APPENDICES

6.1 APPENDIX 1: INTERVIEW

SEMI STRUCTURED INTERVIEW INTRODUCTION

I’m Bouchra Oukhayi, Master student at Rabat Business School, in the International
University of Rabat. First of all, I would like to thank you for accepting the invitation, your
contribution is much appreciated.
As a partial fulfilment for the requirements of the award of a master degree in strategic &
digital marketing at Rabat Business School in the International University of Rabat, I’m
conducting an explarotary research about the Impact of digital marketing and artificial
intelligence solutions on the sales growth of Moroccan companies. Coordinated with my
professor supervisor Dr. Hajar Makry.
The research objectives are to evaluate the level of utilization of digital marketing and
artificial intelligence solutions by Moroccan firms, assess the impact of digital marketing and
artificial intelligence practices on the sales growth of Moroccan companies and identify the
challenges of adoption of digital marketing and artificial intelligence solutions tools
experienced by Moroccan companies.
For this matter, I’m conducting a semi structured interview with you today. Please do take
your time and if you do not understand a question do not hesitate to ask me to repeat it for
your honour, I precise that you can choose the language that is the most convenient for you,
and this interview will be recorded but only with your permission.

6.2 APPENDIX 2: INTERVIEWEE

Name Work Title/ Company Day of Duration of Face to Face/

interview interview Virtual meeting/
Phone Call
Mr. Abdessamad Business Development Manager 02-June, 2021 20 Minutes Face to Face

Ms. Ouijdane Assistant Professor - Specialist 28-May, 2021 10 Minutes Phone Call
in Advertising & Promotion

Mr. Mehdi Digital Marketing Expert 31-May, 10 Minutes Phone Call

2021
 P A G E | 58

Mr. Raja Assistant Professor – Supply 31-May, 2021 15 Minutes Face to Face
chain and six segma

Mr. Mesay Assistant Professor – Customer 03-June, 2021 20 Minutes Face to Face
behaviour

6.3 APPENDIX 3: QUESTIONNAIRE

SECTION 1: GENERAL INFORMATION

What best describes your current occupation?
Which of the following best describes the
principal industry of your organization?
In which country is your business located?
Number of Employees

SECTION 2 : EXTENT OF USE OF DIGITAL MARKETING TECHNIQUES

With a scale of 1 to 5, with 1 = ‘No Extent’ and 5 = ‘Very Great Extent’, please indicate to
what extent your business/company uses the following digital marketing techniques.

No Little Moderate Great Very great

extent extent extent extent extent
Social Media

Email Marketing
Search Engine
Marketing (SEM)
Search Engine
Optimization (SEO)
Mobile Marketing
Pay per Click (PPC)
Display Advertising

SECTION 3 : EXTENT OF SALES GROWTH USING DIGITAL MARKETING

TECHNIQUES
 P A G E | 59

Please indicate to which extent do the following Digital Marketing techniques have
contributed to the sales growth of the business/company?

No Little Moderate Great Very great

extent extent extent extent extent
Social media marketing has increased
the sales
revenue of the business.
Email marketing has increased the sale
s
revenue of the business.
Search engine marketing
(SEM) has increased the sales
revenue of the business.
Search engine optimization
(SEO) has increased the sales
revenue of the business.
Mobile marketing has increased
the sales
revenue of the business.
Pay per click
(PPC) has increased the sales
revenue of the business.
Display advertising has increased
the sales
revenue of the business.

SECTION 4 : EXTENT OF USE OF ARTIFICIAL INTELLIGENCE SOLUTIONS

Please indicate to what extent your business/company uses the following Artificial Intelligence
tools?

No extent Little Moderate extent Great Very great

extent extent extent
Chatbots

Recommendation
Algorithms
Predictive Analytics
Sales Forecasting
Content
 P A G E | 60

Personalization
Pixel and Cookies
Display Advertising

SECTION 5 : EXTENT OF SALES GROWTH USING ARTIFICIAL INTELLIGENCE

SOLUTIONS

To what extent do the following Artificial Intelligence tools have contributed to the sales
growth of the business/company?

No Little Moderate Great Very great

extent extent extent extent extent

Utilization
of Chatbots has helped increase the sales
revenue of the business.

Utilization of Recommendations
Algorithms has helped increase the sales
revenue of the business.

Utilization of Predictive
Analytics has helped increase the sales
revenue of the business.

Utilization of Sales
Forcasting has helped increase the sales
revenue of the business.

Utilization of Content
Personalization has helped increase the sa
les
revenue of the business.

Utilization of Pixel and

Cookies has helped increase the sales
revenue of the business.
 P A G E | 61

SECTION 6 : FACTORS INHIBITING DIGITAL MARKETING ADOPTION

Challenges of Digital Marketing adoption

No Little Moderate Great Very great

extent extent extent extent extent
Lack of Finances
Lack of Digital Marketing knowledge
Lack of Suitable Digital Marketing Techniques
Lack of Time for Planning and Implementation
Laws and Policies on Digital Marketing

SECTION 6 : FACTORS INHIBITIBG ARTIFICIAL INTELLIGENCE ADOPTION

Challenges of Artificial Intelligence adoption

No Little Moderate Great Very great

extent extent extent extent extent
Lack of Finances
Lack of Artificial Intelligence competences
Lack of Suitable Artificial Intelligence Techniques
Lack of Time for Planning and Implementation
Laws and Policies on Artificial Intelligence

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