Customer Engagement in the Digital Age A Comparative Study of Marketing Strategies Using VIKOR Methodology

This study employs the VIKOR method to evaluate and rank digital marketing strategies based on their effectiveness across multiple criteria. The research analyzes five key strategies: Website Analytics, Customer Engagement, Social Media Marketing, Content Marketing, and Email Marketing, assessing their performance in Data Collection, Conversion Rates, Customer Journey Analysis, and Behavioral Segmentation. The VIKOR method, a multi-criteria decision-making tool, was applied to determine the best and worst values for each strategy across the specified criteria. The analysis revealed significant variations in performance among the strategies. Customer Engagement emerged as the most effective strategy, ranking first in the overall evaluation, highlighting the importance of fostering meaningful interactions with customers in the digital landscape. Content Marketing and Email Marketing followed, securing the second and third positions respectively, underscoring their crucial roles in modern digital marketing. Interestingly, Social Media Marketing ranked fifth, suggesting potential areas for improvement despite its popularity. The study also calculated Sj (performance score), Rj (regret measure), and Qj (comprehensive evaluation) values for each strategy, providing a nuanced understanding of their strengths and weaknesses. The findings emphasize the need for an integrated approach to digital marketing, where strategies are tailored to specific objectives and target audiences. The study underscores the importance of continual evaluation and adaptation in the rapidly evolving digital landscape. By focusing on customer engagement, delivering high-quality content, and effectively integrating various digital channels, marketers can enhance their overall performance and achieve better results. This research provides valuable insights for digital marketers seeking to optimize their strategies in the dynamic digital marketing environment, offering a methodological framework for assessing and improving marketing effectiveness.