Digital Marketing Plan: What Kind of Digital Marketing Will Enhance the Appeal of the Casablanca-Settat Region?

In the current era of digital transformation, digital marketing has emerged as a strategic driver for enhancing territorial attractiveness. As Morocco’s leading economic hub, the Casablanca-Settat region faces the challenge of strengthening its position both nationally and internationally. This paper outlines a digital marketing plan tailored to the specific characteristics of the region, built upon a mixed methodological framework that combines qualitative interviews with key stakeholders, quantitative surveys of local firms, and a comparative analysis with the regions of Tangier-Tetouan-Al Hoceima and Provence-Alpes-Côte d’Azur in France.The findings highlight the pivotal role of digitalization in improving regional visibility, attracting investment, and boosting economic competitiveness. The proposed plan is structured around clear objectives, ranging from online promotion and the development of collaborative platforms to the creation of dynamic digital ecosystems and the enhancement of digital skills. By emphasizing the digital sphere as a catalyst for regional development, this study enriches the literature on place marketing and offers actionable recommendations for positioning Casablanca-Settat as an innovative and attractive digital hub.