Inbound Marketing as a Catalyst for Digital Transformation in the Moroccan Artisanal Sector: An Empirical Qualitative Inquiry

Abstract

Prior investigations have empirically demonstrated the positive impact of Inbound Marketing (IM) application on enhancing promotional efforts and value in various sectors, particularly education (Bechir Mokline, 2019). Numerous studies demonstrate Inbound Marketing's (IM) impact across diverse sectors beyond education, highlighting its broad applicability. For instance, IM has proven effective in retail, where customer-centric digital strategies amplify engagement and retention (Vinerean, 2017). The healthcare sector also illustrates IM's value, with tailored content strategies enhancing patient outreach and engagement, as shown by studies focusing on improved communication channels (Opreana & Vinerean, 2015). This evidence supports the study's exploration into the craft sector in Morocco, aiming to assess the value IM could add to Moroccan artisans through enhanced market presence and customer loyalty. Moroccan artisanal crafts are widely recognized as integral to the country’s cultural heritage, which necessitates targeted strategies to preserve and promote this tradition amid global competition. Academic literature, including works by Moroccan cultural heritage scholars, underscores the value of craft preservation for economic sustainability and cultural identity. This context reinforces the study's objective of leveraging IM not only as a promotional tool but also as a means to sustain the Moroccan craft sector's authenticity and international appeal. This approach aligns with Morocco's strategic objectives to balance cultural preservation with economic progress, ensuring that traditional crafts can thrive in a digitalized global economy. Moroccan artisanal crafts are widely recognized as integral to the country’s cultural heritage, which necessitates targeted strategies to preserve and promote this tradition amid global competition. Academic literature, including works by cultural heritage scholars like Naji and Benabderrazik (2020), underscores the value of craft preservation for economic sustainability and cultural identity. Their study highlights how Moroccan artisanal crafts contribute to cultural continuity and economic resilience, making them crucial assets within the heritage sector. The central research question that guided this inquiry was: "To what extent can the application of Inbound Marketing contribute to the successful promotion of Moroccan artisanal products?" This research adopted a qualitative approach with an exploratory objective. Data collection was achieved through semi-structured interviews conducted with Digital Marketing managers from a representative sample of companies operating in the Moroccan craft production domain. The study's findings revealed a limited or superficial understanding of the IM approach amongst a significant portion of the participants. However, a noteworthy awareness regarding its potential benefits was observed, with most interviewees acknowledging the positive impact of IM on promoting artisanal products. This study primarily contributes to managerial practice by highlighting the significant role of IM in enhancing business performance. It also identifies key factors that facilitate its successful application, particularly in the Moroccan craft context.

The contemporary marketing landscape has become increasingly intricate, necessitating the adoption of novel models capable of effectively navigating this complexity. Though being under-researched within the academic arena, Inbound Marketing, as a recently introduced paradigm within the marketing discipline, has demonstrably yielded positive results. This study presents an opportunity to cultivate a multifaceted perspective, paving the way for a more comprehensive understanding of this critical theme.