Özet:

The rapid development of digital technologies has made radical reforms in social structures and has caused changes in many factors such as the way individuals do business, communication styles, shopping habits, socialization styles and entertainment habits. In this process, businesses, which would like to gain an edge over their competitors, have started to produce policies to use digital marketing technologies in the most effective way by developing different and new sales, promotion and marketing strategies in digital environments by using digital technologies. The aim of this study is to list the digital marketing technology alternatives that a business can utilise according to the importance of the main and sub-factors that affect the selection of digital marketing technologies, which are very important for businesses, and to determine the most appropriate one. PIV and CODAS methods, which are multi-criteria decision-making methods, were used in the study. As a result of the analysis of the data, the most suitable digital marketing technology alternative was determined as "artificial intelligence", while the "big data" alternative took the last place. It was also observed that PIV, CODAS and COPRAS methods achieved the same ranking results.

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