Evaluation Of Digital Marketing Technologies With Mcdm Methods

Proceedings of The 6th International Conference on New Ideas in Management, Economics and Accounting

Year: 2019


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Evaluation Of Digital Marketing Technologies With Mcdm Methods

Esin Mukul, Gülçin Büyüközkan and Merve Güler



With the increase of the digital technologies and their application areas, marketing sector is changing day by day. This change affects the consumer behaviors, business models, marketing strategies and competition capabilities. With the development of digital technologies, large and medium-sized enterprises become more advantageous in terms of sales compared to their competitors in the market. Through the use of digital technologies in marketing, companies can establish a systematic relationship with their customers by increasing the power of public relations. However, the evaluation of digital marketing technology is very complex since it has many conflicting objectives and many different criteria. Multi criteria decision-making (MCDM) is a powerful tool widely used for solving this type of problems. Therefore, in this study, we aim to propose an evaluation framework for digital marketing technologies with MCDM methods. After determining the evaluation criteria and alternatives, two MCDM methods are used in the evaluation procedure. Analytic Hierarchy Process (AHP) is used for determining the weights of criteria and COPRAS (Complex Proportional Assessment) is applied for ranking digital marketing technologies. Finally, an application is provided to demonstrate the potential use of the proposed methodology.

Keywords: AHP, COPRAS, Digital technology, Marketing, MCDM.