Conquering Generation Z in Morocco: Mastering the Keys to Marketing 4.0 Conquérir la génération Z au Maroc: maîtriser les clés du marketing 4.0

Conquérir la génération Z au Maroc: maîtriser les clés du marketing 4.0

Mohamed Mansouri, Younes El Khouildi (), Naama Maoulainine () and Malainine Cheklekbire ()
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Younes El Khouildi: UIT - Université Ibn Tofaïl
Naama Maoulainine: UIT - Université Ibn Tofaïl
Malainine Cheklekbire: UIT - Université Ibn Tofaïl

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Abstract: This study explores digital marketing strategies to reach Generation Z in Morocco within the context of Marketing 4.0. It analyzes the evolution of consumer behavior in the digital era, focusing on the unique characteristics of Generation Z as digital natives. The study highlights the importance of an omnichannel approach integrating online and offline interactions to create a coherent customer experience. It examines the new customer journey, shifting from a linear model to a dynamic and iterative process, where the consumer becomes a co-creator of brand value. The importance of brand authenticity, transparency, and social engagement is emphasized as a key factor in gaining Generation Z's trust. The study proposes managerial implications for Moroccan SMEs, including the adoption of omnichannel strategies, investment in digital skills, leveraging user-generated content, and the importance of a data-driven approach. It concludes by underlining the need for SMEs to continuously adapt to the new realities of digital marketing to remain competitive in the Moroccan and potentially international market.

Keywords: Digital Marketing Strategies; Generation Z; Marketing 4.0; Digital Skills; Consumer Behavior; Stratégies de marketing digital; Génération Z; Compétences numériques; Comportement des consommateurs (search for similar items in EconPapers)
Date: 2024
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Published in Revue Internationale de la Recherche Scientifique, 2024, 2 (4), pp.2031-2045. ⟨10.5281/zenodo.13367503⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04676856

DOI: 10.5281/zenodo.13367503

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