Warc's Seriously Social and Toolkit trends reports were the top-viewed papers on warc.com in 2013, although a study into the role of neuroscience also proved popular, according to a ranking of the most-viewed papers of the year globally.
Warc's readership accessed the Seriously Social Warc Trends Report more than any other research paper during the year, gaining intelligence on effectiveness trends across approximately 800 recent case studies that contained a social media element.
As well as discussing the key issues facing social media marketers, the study also included analysis of patterns in media channel selection, duration and campaign budgets used in the selected cases.
A study examining the ten biggest challenges facing marketers in 2013 was the second most-read across Warc's global readership. Covering topics such as how to use social media to drive business results and how a brand can win over disaffected consumers, the Warc Trends Toolkit 2013 proposed ways to meet these and other challenges.
New research examining the relatively new discipline of neuromarketing was the third most-read paper – and the top Admap article of the year.
The paper, written by neuromarketing specialist Thom Noble, explored the various methods currently being used for measuring non-articulated consumer responses and also looked at techniques used to measure implicit responses.
Fourth place went to exclusive analysis of entries to Warc's analysis of the Cannes Creative Effectiveness Lions winners of 2013, which found that even though social media was the most popular media channel, traditional channels, in particular TV and outdoor, were still a key feature of shortlisted campaigns.
Finally, Warc's Innovation Casebook examined different types of innovation in communication, concluding that innovation can deliver significant business results without having to require big budgets. This Warc Trends paper was the year's fifth most-viewed paper globally.
For more details about the most read papers on Warc in 2013, visit our Most Read page.
Data sourced from Warc