Innovation and Development Trends in ASEAN Marketing Models in the Digital Age

Abstract

The digital wave is reshaping the global economic landscape with unprecedented force, especially in the dynamic and promising ASEAN region. Southeast Asia, a multicultural gathering place composed of ten countries, is experiencing profound changes due to the digital revolution, and its marketing model is also displaying new vitality. With soaring internet penetration, widespread use of smartphones, and the booming rise of social media, ASEAN markets have become at the forefront of global digital marketing innovation. This transformation is not only about the application of technology but also involves a comprehensive shift in thinking, consumer behavior, and business strategy. The purpose of this paper is to explore in depth how ASEAN marketing models are innovating in this era and to identify future trends, with a view to providing insights for companies to help them remain competitive in the rapidly changing market.