Articles on shopper marketing held an especially strong appeal for Warc's advertiser audience in 2011, as three of the year's most read pieces among brand owners concerned this evolving strategy.

The top article for this group overall was Engage the consumer throughout the shopper journey by Dina Howell of Saatchi & Saatchi X, offering some best practice guidance, and looking at how a relentless focus on the customer was being implemented at Procter & Gamble.

"Simply put, the [P&G] approach deems that if an idea doesn't work at shelf, it's not an idea to take forward," wrote Howell. "Instead of adapting an above-the-line idea to work in the store context, you start with an idea that works everywhere."

At number three on the list was a piece on the link between culture and shopper behaviour, with a focus on the impact of the economic downturn. An article on shopping's emotional drivers was close behind.

The other two pieces in the top five were trend-based. At number two was a paper rounding up the highlights from the World Digital Media Trends report, looking at the global media and entertainment industry and how it was expected to develop in different markets.

In fifth was The New Rules of Marketing, a Warc piece pulling together examples of best practice from around the world and drawing together some conclusions about new approaches to strategy and creativity.

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

Data sourced from Warc