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http://dx.doi.org/10.9728/dcs.2018.19.1.1

The Study on the importance of Next Digital Marketing Factors by Using AHP Method: AD STARS Ad Tech 2017 Case  

Kim, Shin-Youp (contents development)
Shim, Sung Wook (Department of Advertising & PR, Hanyang University)
Publication Information
Journal of Digital Contents Society / v.19, no.1, 2018 , pp. 1-10 More about this Journal
Abstract
This study is to seek to find the importance of next digital marketing factors by using AHP method and analyze comparison between an advertising expert and a non-advertising expert. In results, the relative importance ranking is as follows; combination (0.26), transformation (0.259), optimization (0.243), and technology (0.238). The relative importance ranking of sub-factors is as follows: artificial intelligence and maching learning (0.086), big data (0.085), and contents curation (0.060). While the relative importance of combination and optimization for an advertising expert is higher than for non-advertising expert, the relative importance of transformation and technology for non-advertising is higher than for an advertising expert. This study provides managerial implication to build digital strategy based on these result.
Keywords
Digital Marketing; Ad Tech; Digital Media; AD STARS; AHP;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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