Strategic Marketing of Blue Financing for Advancing Blue Economy Activities: A Comprehensive Review

This review paper explores the strategic marketing of blue financing and their pivotal role in advancing activities of blue economy that emphasises sustainable and conservation of ocean resources for economic growth. By dissecting the interconnected frameworks of blue financing and the blue economy, this study sheds light on the innovative financial mechanisms that fund critical marine and coastal projects, that benefit environmental conservation and economic opportunity. The analysis unfolds the needs analysis of blue financing, the history and success stories of blue financing as well as the three essential pillars of Blue Financing Strategic Marketing. This study delved into the intricacies of marketing blue financing, emphasising the importance of communicating their environmental and economic benefits. This approach addresses investors’ scepticism, the attractiveness of blue financing as a viable investment vehicle and the outcomes of blue financing investments towards marine conservation, sustainable fisheries, pollution reduction, and the economic and social upliftment of coastal communities. The findings revealed challenges within the strategic marketing domain, including the need for enhanced transparency, more robust impact metrics, and stronger engagement strategies. Conclusively, this paper articulates the critical role of strategic marketing in bridging the gap between sustainable finance and ocean conservation, emphasising the vast potential of blue financing in achieving the overarching goals of the blue economy.