The evolution of digital marketing technologies: a fuzzy TOPSIS approach to selected technology in E-commerce platform

The transition from physical market to tech markets has made business grow leaps and bounds. The stage of such revolution is not only backed by challenges but also role of varied factors influencing the extent of implementation of Digital Market Technology at both national and international levels. For few industries it can be a choice however examining the ecommerce sector the digital marketing technology reflects a significant role in effective execution of business and expansion in global world. The constant need for upgradation of product has led to the increasing importance of digital market technology. The study aims to investigate the impact of digital market technology with specific reference to Ecommerce Industry. The data is collected through the interviews convened with expertise in Digital Technology in Ecommerce. A total number of 25 experts were included in the study. Category of three decision makers were selected for further analysis. The study incorporated the robust methodology of fuzzy Topsis that involves selective judgement in determining the relative importance of digital technology in Digital Marketing in Ecommerce. These methods are well-equipped to handle imprecise and uncertain information. One of the significant advantages of these methods is their capacity to address both quantitative and qualitative criteria. The findings indicate that cloud marketing is at the top of the list, followed by big data analysis. The paper concludes by highlighting the importance of digital technology for consumers as well as for management to make strategic decisions, which is imperative for survival in the global economy.