The enhanced technological changes make it evident that new marketing strategies are required to keep up with evolving customer needs and demands. The relationship between consumers and companies is evolving due to digital marketing technologies. In this study, we examine which of the following alternative technologies of Artificial Intelligence (AI), Internet of Things (IoT), Virtual (VR) or Augmented Reality (AR) is best for the companies’ digital marketing strategies. We aim to use sensitivity analysis to examine how the modifications to pairwise judgments or criteria weights impact the final decision outcome by modifying fuzzy values and recalculating ranking of alternatives. Moreover, the consistency-driven Z-number-valued matrix technique serves as the basis for our research and it is used to determine the eigenvector of the considered criteria, which are, budget, efficiency of technology, staff competency and communication.