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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Joseph Nyomoo Ng’olua & Rosemary Manene & Hussein Salim Adnan, 2025. "Integrating Strategic Financial Management with Marketing Decisions to Enhance Profitability in Digital Campaigns," East African Finance Journal, East African Finance Journal, vol. 4(4).
    • Handle: RePEc:cwk:eafjke:2025-30
    DOI: 10.59413/eafj/v4.i4.1
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    References listed on IDEAS

    as
    1. Kati Zieger & Uli Schneider & Lore Darcos, 2023. "Designing Campaigns and Optimizing Campaign Performance: The Ingredients of Campaign Excellence," Management for Professionals, in: Uli Schneider & Jürgen Hoika (ed.), Digital Marketing in the Automotive Electronics Industry, pages 127-151, Springer.
    2. Eerdun Taoketao & Taiwen Feng & Yongtao Song & Yu Nie, 2018. "Does sustainability marketing strategy achieve payback profits? A signaling theory perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1039-1049, November.
    3. Morgan, Neil A. & Jayachandran, Satish & Hulland, John & Kumar, Binay & Katsikeas, Costas & Somosi, Agnes, 2022. "Marketing performance assessment and accountability: Process and outcomes," International Journal of Research in Marketing, Elsevier, vol. 39(2), pages 462-481.
    4. Nancy Nkatha Kinyua & Charles Guandaru Kamau, 2025. "Logistics Financing Strategies and Economic Growth in Kenya: A Conceptual Framework," East African Finance Journal, East African Finance Journal, vol. 4(1).
    Full references (including those not matched with items on IDEAS)

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