Selection of digital marketing tools using Fuzzy AHP-Fuzzy TOPSIS

Technological developments resulted in creative, faster, target-oriented and knowledge-based marketingstrategies more prone to interactions. Digital marketing is an example of marketing types arisen bytechnological developments. Digital marketing tools are rapidly growing since they can be performedthrough internet; they are faster and thus have an ascending trend. The amount of investment to be madeto each digital marketing tool has become a significant decision making problems for the businesses. Inthis chapter, Fuzzy AHP and Fuzzy TOPSIS techniques were employed for the selection of digital marketingtools. Multi-criteria analysis revealed the Remarketing advertising as the most suitable digitalmarketing tool. Additionally, the social media advertising, advertising-per-impression, advertising-perclick, affiliate advertising, banner marketing and email-advertising were respectively found to be as theother significant marketing tools. © 2017, IGI Global. All rights reserved.