Published February 2021, Pg. 29-32

Section: Industrial process automation

UOT: 622.276; 622.279

DOI: 10.37474/0365-8554/2021-2-29-32

Selection of digital marketing technology via AHP (PIA) method

G.E. Imanova - Azerbaijan State University of Oil and Industry

Developing technologies contributes to the digitalizing of customer-company relationships and changes of marketing principals in various directions. Digital technologies of marketing ultimately changed the individual methods of encouragement towards increasing manufactured products, price boost for additional income, sale places, and changes of ways for mutual communication to satisfy customer requests and impact the customer making decision for purchase as well.

As a result, the supplier may affect the customer’s behavior via the right choice of product/service through different developed marketing technologies. The paper analyzes the process of choice for optimum digital marketing between artificial intellect, internet of the things, virtual and augmented realities (VR/AR). This study justifies the choice among three best marketing technologies corresponding to the required criterion via the method of AHP (PIA – process of hierarchic analysis).

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