Advertisers using Warc primarily focused their attention on the changing consumer environment, and particularly the evolving path to purchase, during the last year.
Warc's varied trend reports scored particularly highly on the reading list for this audience, and their most downloaded item was the 2012 Toolkit, a summary of many key shifts that are impacting the market. (Warc's 2013 Toolkit will be published early in the New Year).
The Full and Summary versions of Warc's Shopper Marketing report – which discussed the latest thinking, the role of new technology and established best practices in this area – also performed well.
Overall, however, five of the top ten pieces among advertisers involved trends, including the articles 10 Trends in Global Brands, 10 Grocery Trends, and Four Tech Trends – And What They Mean For Marketers.
Other popular offerings over the last 12 months included a Warc Briefing on Brand Architecture and a paper discussing the '8Ps' of luxury brand marketing.
For more details about the most read material featured on Warc in 2012, click here.
Data sourced from Warc