Assessment of Digital Marketing Technologies using TOPSIS Method

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