Analyzing the Digital Marketing Strategies Role in Post Pandemic Recovery Period

Abstract

AbstractModern information technologies (IT) in business area has brought about important evolution in today’s market place well as formulation of digital markets. Digital markets created new opportunities and chances for various economic businesses and consumers. Utilizing such opportunities require accurate marketing strategies in fuzzy environment according to multi criteria decision making problems. This paper focused on digital marketing strategies within the post pandemic period of organizations in uncertain environment. The article investigated digital marketing strategies within the given criteria for managing the crisis by organizations. The aim of the study is to evolve attribute, methodology how to selecting the most suitable digital marketing tools for a business and market in post pandemic recovery period. To make a decision on given fuzzy problems, multi criteria decision making methods should be used. In this article, fuzzy multi criteria decision making problems with Analytic Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) methods are applied to choose the best digital marketing strategy. The obtained results of solving the given problem which TOPSIS and AHP fuzzy multi criteria decision making methods can be used to choose the most appropriate strategy for companies in post pandemic recovery period. Applied AHP method gives eigenvectors and using them as weights decision maker can solve problem by using TOPSIS method.KeywordsFuzzy AHPFuzzy TOPSISDecision makingEigenvalueEigenvectorDigital marketing