Assessment of Digital Marketing Technologies using TOPSIS Method

Abstract

The marketing industry is constantly evolving as digital technology and their applications spread. Consumer behavior, company structures, marketing approaches, and competitive capacities are all impacted by this shift. For large and medium-sized businesses, digital technology has made them more competitive than competitors in the market when it comes to sales. Public relations can be given a significant boost thanks to the widespread adoption of digital technology in marketing. There are many competing goals and numerous parameters to consider when evaluating digital marketing technologies. When it comes to solving these kinds of issues, multi-criteria decision making (MCDM) is a strong instrument. The purpose of our work is to develop an evaluation framework for digital marketing technology using MCDM techniques. MCDM approaches are utilized in the evaluation process after developing the evaluation criteria and alternatives. The weights of the criteria are determined by the Analytic Hierarchy Process (AHP), and digital marketing technologies are ranked using Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). Finally, an application of the proposed methodology is demonstrated. Key Words: AHP, TOPSIS, Digital technology, Marketing, MCDM.