THE CONTRIBUTION OF DIGITAL MARKETING TO BUSINESS PERFORMANCE: CASE OF COMPANIES IN MOROCCO

This study examines the impact of digital marketing on business performance in Morocco. Digital marketing has transformed modern business strategies, offering organizations the opportunity to increase brand awareness, customer engagement and sales performance. However, its effectiveness remains under-researched in Morocco. This study aims to bridge this gap by analyzing the relationship between digital marketing and key business performance indicators. The study adopted a quantitative approach and used data from 80 respondents. The research methodology included simple linear regression, ANOVA, t-test and Pearson correlation to assess the impact of digital marketing efforts on performance outcomes. The results of the study indicate that there is a significant positive correlation between digital marketing and business performance. In addition, industry differences have an impact on the effectiveness of digital strategies. The relevance of the study suggests that firms should integrate digital strategies to improve competitiveness and future research should focus on the application of digital marketing in specific industries.