Meta has released a new report that focuses on key consumption shifts that brands should consider in their marketing outreach, bringing to light important notes that all businesses need to take into consideration.

The research in collaboration with Kantar and Nielsen, through Meta, focuses on opportunities in the Asia-Pacific market. Many of the lessons and notes, however, would be largely universal as they relate to global economic and behavioral shifts.
According to Meta:

"Businesses today operate in a new reality marked by an uncertain macro-economic environment, ever increasing challenges for profitability and efficiency plus business outcomes and shifts within the media landscape that favour certain consumption modes. Resultantly, marketing professionals across sectors are discovering their erstwhile workhorses-marketing mix-no longer serves up magic the way they did."

Who would have thought that the company which earns most of its dough on ad dollars encourages businesses to shell out more on ads? A surprise indeed.
 
Barring the very obvious pitch, the 22-page report comes complete with lots of research-based notes and pointers on why broadening your digital marketing campaigns can propel more business your way.

First off, Meta gives this really cool overview of the shifting online discovery and consumption process that now includes messaging as much more of a leading channel.
The main pillars of this new shift are the creator economy, the rise of short-form video, business messaging, and AI.
 
Which are probably the keys you'd expect, but each represents an important element of focus for marketers, based on broader habitual shifts among consumers.

Worth noting: A very rare mention of Meta's crypto payments project Novi in the diagram, now run by an internal group called F2, focused on in-stream payments. Meta's Novi project had a mountain of roadblocks and seems largely on its way out, but Meta's clearly keeping it in its plans, at least in this overview.

In the remainder of the guide, Meta describes each of these four in detail, along with some fascinating statistics about consumption behaviors.
Along with some other useful notes about the impact of various ad formats, versus their use.
According to Meta:

"Research by Kantar found that, on average, Meta is 3.2X times more cost effective in delivering equity impact compared to television. Despite accounting for the lowest average share of spend (6%), Meta contributed to the second highest reach (44%) after television."
Summary notes on how to action each of the highlighted elements and integrate them into your approach are then given.

It is a quick overview with some interesting stats that will no doubt get you thinking about the latest consumer shifts and how you can align with each.

It may change your holiday marketing approach or, at the least, make you more aware of where consumers are now seeking insight and service.