Discusses the state of direct marketing and what channels are available for companies to use direct marketing.
Last Published: 7/15/2019

The Moroccan market is split between the urban wealthy and middle class and the poorer rural communities; therefore, marketing campaigns must be targeted accordingly. Marketing may include point-of-sale promotions, rotating billboards, direct mail, and door-to-door sales. With an adult literacy rate of 68.5%, and knowledge of Arabic and French varying widely, promotion campaigns are often image-focused.  Three-dimensional product mock-ups are often used to introduce new products and sustain brand awareness.  Marketing services and advertising agencies are increasing their use of direct marketing.  Flyers are often distributed directly to consumers in public spaces. 

There is a strong focus on internet and mobile phone promotions.  In both of these mediums, it is possible to target consumers directly based on past purchasing habits.  This segment will become increasingly important due to the growth in the number of young people in Morocco who rely on mobile phones and the internet for entertainment and information.  Young adults aged 15-29 make up almost 26% of the total population.  Morocco has the second highest per capita internet penetration in Africa at around 58%.
 

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.