Digital Transformation and Craft Business Resilience in Times of Crisis, the Role of Digital Marketing

This research focuses on a largely informal and precarious industry, and a significant source of employment and export revenue in Morocco which is the craft industry. However, the economic, technological, social and cultural changes experienced throughout the world, particularly in Morocco following the health crisis, have made it difficult for these craft businesses and cooperatives to survive. To cope with this delicate situation, some craft businesses have been innovative and have revisited their strategies, especially their marketing strategies, to bring value to their customers. But the crisis is not the only reason for the rise of digital marketing in Morocco. It is an integral part of the country’s strategy, which has been moving increasingly towards digital and digital transformation since the launch of the New Development Model and certain visions such as the 2030 vision of the craft industry. By carrying out a qualitative analysis of an exploratory nature, this article aims to understand the role of digital marketing in promoting Morocco’s intangible cultural heritage, in particular the crafts of the ancient medina of Fez. The aim is to analyse the recent strategic directions taken by certain companies and cooperatives and to identify the resulting opportunities. The aim is to examine how the adaptation of work dynamics has changed in response to shifts in digital methods, and how the pandemic has strengthened reliance on specific digital players.