The Influence of Digital Marketing on Business Performance

Abstract

This research examines the impact of digital marketing (DM), through the integration of artificial intelligence (AI), on business performance (BP) in the Moroccan context. Utilizing a structured questionnaire and the advanced PLS-SEM method for analysis, it uncovers a strong positive correlation between the use of AI in DM and improved BP. This relationship signifies a paradigm shift towards more personalized marketing strategies, data-driven decision-making, and dynamic adaptation to market trends. The research highlights how AI not only enhances operational efficiency but also fosters innovation and value creation, urging Moroccan companies to rethink their digital strategies. It emphasizes AI's pivotal role in transforming the digital marketing landscape, suggesting that its strategic integration is essential for companies aiming to thrive in the digital era. The study's uniqueness stems from its focus on Morocco, offering insights into the adaptation of AI in DM within an African context, thereby contributing to the understanding of digitalization in emerging economies.