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From Spend to Strategy: A Comparative Look at the ROI-Driven Marketing Mindset in the Digital Age
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Author(s): Minja Bolesnikov (Swiss School of Business and Management, Geneva, Switzerland)and Rhytheema Dulloo (Hindustan Institute of Technology and Science, Chennai, India)
Copyright: 2025
Pages: 22
Source title:
Leveraging AI-Powered Marketing in the Experience-Driven Economy
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3693-9561-5.ch013
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Abstract
The shift toward an ROI-driven marketing mindset has transformed marketing from a cost center to a strategic investment, leveraging data analytics, customer-centric strategies, and agile adaptation. This research examines the theoretical foundations of return on marketing investment (ROMI), customer lifetime value (CLV), and cross-functional alignment between marketing and finance. Through case studies of Amazon, Microsoft, Mayo Clinic, JPMorgan Chase, and Verizon, the study demonstrates how organizations across sectors - e-commerce, healthcare, finance, and telecommunications apply ROI-driven principles to achieve measurable outcomes. The research also extends these insights to tourism marketing, emphasizing the role of digital strategies in addressing industry-specific challenges such as demand volatility. As a key contribution, the study introduces the Strategic Adaptive Marketing Investment Optimization (SAMIO) framework, a holistic, approach that provides a sophisticated methodology for conceptualizing and optimizing marketing investments in complex, dynamic business ecosystems.
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