Selection of Digital Marketing Tools Using Fuzzy AHP-Fuzzy TOPSIS

Abstract

Technological developments resulted in creative, faster, target-oriented and knowledge-based marketing strategies more prone to interactions. Digital marketing is an example of marketing types arisen by technological developments. Digital marketing tools are rapidly growing since they can be performed through internet; they are faster and thus have an ascending trend. The amount of investment to be made to each digital marketing tool has become a significant decision making problems for the businesses. In this chapter, Fuzzy AHP and Fuzzy TOPSIS techniques were employed for the selection of digital marketing tools. Multi-criteria analysis revealed the Remarketing advertising as the most suitable digital marketing tool. Additionally, the social media advertising, advertising-per-impression, advertising-per-click, affiliate advertising, banner marketing and email-advertising were respectively found to be as the other significant marketing tools.