EXPLOITING MOROCCO'S GEOGRAPHICAL POTENTIAL WITH GEOMARKETING

Abstract

Geomarketing, as a strategic tool based on geospatial data analysis, plays an increasingly significant role in marketing decisions, enabling the optimization of commercial and location strategies. In the Moroccan context, this field finds fertile ground due to the country’s macroeconomic stability, strategic geographical positioning, and ongoing development of modern infrastructure. This article focuses on three main axes to explore this topic. The first axis highlights Morocco’s geographical advantages, including its proximity to European and African markets, political stability, and advanced infrastructure such as TangerMed and free zones. The second axis examines the use of geomarketing in marketing strategies, emphasizing its application in operational marketing and market research to better understand and meet consumer expectations. Finally, the third axis analyzes the opportunities provided by technological advancements such as geospatial artificial intelligence and data mining while addressing major challenges related to data confidentiality, technological limitations, and security. This analysis aims to showcase the potential of geomarketing to strengthen Morocco's economic and territorial attractiveness while emphasizing the need for a controlled and ethical adoption of these tools.