Trends Report

2024 APAC B2B Marketing Plans Require Agility Despite A Stabilizing Economy

Three Trends And Five Imperatives That Must Factor Into Planning For 2024

October 6th, 2023
Mavis Liew, Executive Partner and Principal Analyst
Mavis Liew Executive Partner and Principal Analyst
Daryl Wright, Principal Analyst
Daryl Wright Principal Analyst
Subhendu Pattnaik, Principal Analyst
Subhendu Pattnaik Principal Analyst
Jerry Zhao, Senior Analyst
Jerry Zhao Senior Analyst
With contributors:
Dane Anderson , Aadya Gupta , Melvin Tan , Bill Nagel

Summary

The global and Asia Pacific (APAC) economies are stabilizing as certainty around inflation, interest rates, and future economic growth rises. But marketing leaders should not take too much solace from the improved macroeconomic environment: Buying behavior and new technologies are undergoing significant shifts, and the specter of economic and political uncertainty still looms. This report outlines three key trends that APAC marketing leaders should consider when developing plans for 2024 and five imperatives that marketing plans need to address to deliver value.

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