CONTEXTUAL MARKETING IN SOUTHEAST ASIA: FROM REAL-WORLD EXPERIENCES TO BRAND VALUE

As digital channels become saturated, competitive advantage is shifting from targeting the right audience to designing the right experiences in the right context. In an era where boundaries between the physical and digital worlds are blurring, traditional marketing models, which treat the journey as a linear sequence of events, are collapsing.

Brands like VinFast and Xanh SM illustrate how repeated real-world interactions can turn everyday journeys into long-term brand value. This shift marks the transition into a multi-layered structure where social connectivity, intelligent technology, and spatial experience coexist.

The New Structural Paradigm of Marketing

Over the past decade, global marketing has undergone three structural shifts. Marketing 4.0 marked the rise of the connected customer, shifting power from brands to communities.

Purchasing decisions are no longer formed in isolation but are heavily influenced by so