Digital Marketing Strategies and Millennial Consumer Behavior A Multi-Criteria Decision Approach using VIKOR Method

Millennials, or Generation Y, represent a key demographic segment in the development of online shopping. Their internet purchasing habits and brand engagement significantly influence digital marketing strategies. This paper explores millennial preferences and evaluates the effectiveness of key marketing techniques such as influencer marketing, email campaigns, and SEO using decision-making models such as VIKOR. As their purchasing power increases, understanding their motivations is critical for businesses seeking sustainable digital growth. Research significance: Understanding how digital strategies influence millennial behavior helps businesses create targeted, impactful campaigns. This research uses the VIKOR technique to evaluate marketing methods based on millennial preferences. It highlights how gender, social incentives, and media use influence purchasing decisions. As traditional motivators such as discounts decline in effectiveness, this study examines emerging consumer values, providing businesses with a decision-making model to better align with this generation’s expectations and increase engagement. Methology: Alternative: Social media marketing, Influencer marketing, Email marketing, Search engine optimization, Pay-per-click advertising, Brand Awareness Growth. Evaluation Preference: Business Fundamentals, Trailing Twelve Month (TTM), Active Customer Demographics, Business Acquisition Performance. Result: The results show that Influencer marketing has the highest ranking and Email marketing has the lowest ranking. Conclusion: Influencer marketing has the highest value for Digital Marketing Strategies according to the VIKOR approach.