A Birds Eye View into MCDM Applications within Digital Marketing

Abstract

In the current digital era, digital technologies foster the development of digital marketing models to attract new customers and retain existing customers. However, with the availability of multiple technologies to facilitate the desired objectives. The decision makers face challenges towards selecting the right digital technology through consideration of several conflicting and asymmetric criteria related to the customers, organization, and the market environments. In this pursuit, firms can adapt Multi-Criteria Decision-Making Models to promote optimal decision making.