A Fuzzy-AHP Approach for Strategic Evaluation and Selection of Digital Marketing Tools

The prevalence and rapid development of the Internet and mobile technology in recent decades has revamped our living styles and daily habits. To ride on the digital trend, more business activities have been engaged in the digital world. Marketing and advertising is one of typical business areas that is transformed digitally. The rise of Key Opinion Leaders (KOLs), social media platforms, and Omni-channel retailing have attracted countless business entities to consider the adoption of digital marketing tools for promoting and advertising their brands and products. However, with the increasing diversity of the types of digital marketing tools, they must be carefully selected based on a multiple number of criterion. In this paper, a fuzzy-AHP method is proposed and developed for assisting industry practitioners in systematically and effectively evaluate and select proper digital marketing tool(s) for adoption. The developed method not only streamlines the internal business process of digital marketing tool selection, but it also increases the practitioner's effectiveness of achieving the pre-defined strategic marketing objectives.