Sengül, ÜmranEren, Miraç2025-01-272025-01-272017978-152251794-81522517936978-152251793-1https://doi.org/10.4018/978-1-5225-1793-1.ch027https://hdl.handle.net/20.500.12428/13370Technological 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.eninfo:eu-repo/semantics/closedAccessBook Chapter58761610.4018/978-1-5225-1793-1.ch0272-s2.0-85018592356N/A