US marketers focus on consumers

29 December 2011

Articles discussing the "purchase journey" seemed to be particularly attractive for Warc's US subscribers this year, ranking highly on the list of their most downloaded papers.

Engage consumers throughout the shopper journey, a Warc Best Practice paper, came second on the top ten US downloads, with articles on Shopping's emotional drivers and 10 Global Consumer Trends in 2011 also making the list.

But heading the charts as the most downloaded paper of all among Warc's subscribers in America was a piece on luxury marketing, one of the key consumer trends of recent years.

Luxury marketing after the crash: Three ways it's changing, a Warc Exclusive, detailed the various ways high-end brands were selling to the recession consumer.

Elsewhere in the top ten were several papers on media issues, with analyses of the rise of digital channels particularly popular.

An article on 10 trends in digital advertising came fourth, while Mobile and shopping: Mobilise the path to purchase was in sixth and Highlights from the World Digital Media Trends report came seventh.

Research into consumer cohorts was also popular, with Millennials: The Challenger Generation in third and How to use segmentation effectively, another Best Practice paper, in ninth.

For more details about the most popular material featured on Warc in 2011, click here.

Data sourced from Warc