Section 01
The state of marketing in Morocco, 2026
What's changed in the last 12 months, what's working, and what to ignore. A ground-truth view from 100+ active campaigns and the agencies, in-house teams, and founders running them.
- Where Moroccan marketing budgets are actually going (and where they're not).
- The platforms that grew, the platforms that stalled, and the ones that disappeared.
- The single biggest shift in 2026: creative as the new targeting.
- Why the brand-performance divide is a false choice.
Section 02
Channel mix & budget allocation
How to split your 2026 budget across paid, organic, brand, and retention — by stage of growth, by category, and by the unit economics of your business.
- The 40/30/20/10 budget template for Moroccan growth-stage brands.
- When to over-invest in brand, when to over-invest in performance, and when to do both.
- The right mix for e-commerce, B2B SaaS, hospitality, and professional services.
- How to defend your budget in a board meeting.
Section 03
The four operating principles
The four principles we use with every Maroc 360 client to keep marketing focused, accountable, and compounding.
- Principle 1: the strategy is in the cadence. 90 days beats 12 months.
- Principle 2: the only durable moat is creative quality. Targeting is rented.
- Principle 3: measurement is a system, not a dashboard.
- Principle 4: brand is a leading indicator of performance. Act like it.
Section 04
KPIs and the measurement stack
The metrics that matter, the metrics that mislead, and the small set of numbers we report to leadership every Monday morning.
- The 5 numbers in every CMO dashboard.
- How to triangulate platform-reported conversions, real revenue, and incrementality.
- When to trust last-click, when to ignore it, and when to invest in incrementality testing.
- A simple weekly reporting template you can copy.
Section 05
The 12-month roadmap template
A working template for planning the year: quarterly themes, monthly priorities, weekly execution. The same template we use internally and with our clients.
- The 4-box annual plan: brand, performance, retention, innovation.
- How to sequence campaigns across the year for compounding effect.
- When to hire, when to fire, and when to redesign.
- The 30-60-90 day onboarding plan for a new marketing lead.
Section 06
Common pitfalls and how to avoid them
The 8 most common mistakes we see in Moroccan marketing programs in 2026 — and what to do instead.
- Mistake 1: chasing reach instead of revenue.
- Mistake 2: measuring on platform-reported numbers.
- Mistake 3: cutting brand budget first.
- Mistake 4: treating social as a broadcast channel.
- ...and the other four.
