Future of digital is top news story

26 December 2013
An article covering remarks from a senior brand-building executive that the era of digital marketing is "almost dead" was the most-read Warc news story of 2013.

In the piece, published in September, Marc Pritchard, the global brand-building officer at FMCG giant Procter & Gamble, said that marketers should stop thinking about digital in terms of platforms and technology and instead think simply in terms of brand-building and creative ideas that are powered by insights.

For more details about the most read papers on Warc in 2013 on other topics, visit our Most Read page.

The second most popular news story of the year – again, from September – concerned plans by Mondelez, the international food group, to revamp its social media strategy following a successful trial on Facebook involving one of its chocolate brands.

Analysis of its promotion of Cadbury's Crème Egg revealed the company's investment in its UK activity on the social networking site produced the same purchase consideration as TV, but at one-third of the cost, Mondelez suggested.

Elsewhere, a story from April advising retailers that many of them need to take action to improve their analysis and operational usage of data collection was the third most-read news item of the year.

Brian Lent, co-founder of Medio, a provider of predictive analytics products for the mobile industry told Information Week that retailers should develop predictive models to identify and monetise their mobile customers and that mobile apps would help them to improve their data collection.

Almost as many readers checked a news story from October, reporting that many agencies are rejecting requests for proposals (RFPs) from marketers because of unrealistic timelines, vague briefs and a "lack of transparency" around fees.

Finally, the fifth most popular news story of the year concerned a survey of 1,200 CEOs who thought advertising and media agencies were too focused on creativity at the expense of business results.

The Fournaise Marketing Group, a performance measurement company, found 78% thought agencies were not driven enough by performance while 76% believed agencies talked too much about "creativity as the saviour" while not being able to prove or quantify the belief.

Data sourced from Warc
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