Integrating Strategic Financial Management with Marketing Decisions to Enhance Profitability in Digital Campaigns

Joseph Nyomoo Ng’olua, Rosemary Manene and Hussein Salim Adnan
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Joseph Nyomoo Ng’olua: Department of Business Administration, Technical University of Mombasa
Rosemary Manene: Department of Business Administration, Technical University of Mombasa
Hussein Salim Adnan: Department of Business Administration, Technical University of Mombasa

East African Finance Journal, 2025, vol. 4, issue 4

Abstract: This study explores the integration of Strategic Financial Management with marketing decision-making to enhance Return on Investment in digital campaigns. Using a qualitative research design supported by descriptive and exploratory approaches, secondary data from journals, business reports, and case studies were analyzed. Findings indicate that financial metrics such as Customer Lifetime Value, Customer Acquisition Cost, and Return on Marketing Investment are crucial for evaluating marketing effectiveness and promoting accountability. Aligning finance and marketing enhances budget efficiency, forecasting accuracy, and strategic agility in digital environments where real-time data enables optimization. Challenges include limited financial literacy among marketers and undervaluation of intangible assets by finance professionals. The Balanced Scorecard is identified as a useful framework for integrating financial and non-financial objectives. The study concludes that embedding financial discipline in marketing strengthens ROI and long-term value creation.

Keywords: Strategic Financial Management (SFM); Marketing Decisions; Customer Lifetime Value (CLV); Customer Acquisition Cost (CAC); Return on Marketing Investment (ROMI); Balanced Scorecard (BSC); Digital Marketing; Financial Integration; Cross-Functional Collaboration (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:eafjke:2025-30

DOI: 10.59413/eafj/v4.i4.1

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