The Cardinal Role of Digital Marketing in Morocco's Agricultural Sustainable Development

Abstract With a contribution to the national economy of more than 14%, Moroccan agricultural sector today is a strong pillar for the economic growth of the Kingdom with its many advantages not only among rural populations, but also among agricultural businesses. Agriculture is an essential pillar of the country's economy and society growth, and its performance even determines the status of the entire economy. Moreover, the country's growth rate is strongly linked to of the agricultural production. However, Morocco's agricultural sector employs almost half of the working force and provides more than 23% of the country's exports. The dynamism of the agricultural export sector has enabled the Kingdom to become one of the world's leading exporters of agricultural products. This article aims to study the benefits of Digital Marketing to Moroccan farmers, whom struggling to profits from their production at the expense of agricultural products imported from other countries that taking the advantage of Digital marketing. The conducted study is of the qualitative and descriptive type, and a documentary to analyze the role of digital marketing in the Moroccan agricultural sector, beside an indicator for the unhealthy practices derived by certain actors in the field of digital marketing. The data are collected through semi-structured interviews with communication agencies and influencers (50), agricultural companies (50), and rural farmers (300) to investigate the issue.