Rethinking Public Marketing in the Digital Era: A Case Study from Morocco

Abstract

This article examines the implementation of a digital marketing strategy within a Moroccan public institution dedicated to promoting the artisanal sector. The main objective is to evaluate the impact of this initiative on organizational performance and stakeholder engagement. The study is based on an action research approach, in which one of the authors actively contributed to the design and deployment of the strategy. Data were collected through a strategic diagnostic analysis of the institution’s digital presence, combined with the monitoring of key performance indicators before and after implementation. The findings corroborate prior research (e.g., Kannan & Li, 2016; Rogers, 2003) highlighting the importance of targeted communication, segmentation, and innovation adoption in achieving successful digital transformation. Results show a substantial improvement in the institution’s digital visibility (+45% followers on social media), user experience (+100% average time spent on the website), and adoption of digital tools by stakeholders. These outcomes confirm the relevance of a well-structured digital strategy in enhancing transparency and efficiency in public service delivery. Nonetheless, the study highlights certain limitations, such as the absence of comparative benchmarking with similar institutions. The article concludes with practical recommendations to guide digital transformation in public organizations, emphasizing the need for continuous training and active involvement of internal stakeholders.

JEL Classification: M31, M38, O33.

Paper type: Empirical research.