The future of marketing was the core interest for Warc's UK subscribers in 2013, with papers dealing with trends making up six of the nation's top 10 most-viewed papers this year.

Top of the list was the Seriously Social Warc Trends Report, which explored effectiveness trends across roughly 800 recent case studies that contained a social media element.

It included quantitative analysis of patterns in media channel selection, duration and campaign budgets for these cases and also compared cases with social media elements that won Gold Awards with those that did not.

The ten biggest challenges facing the marketing industry in 2013 covered in Warc's Toolkit was the second most-read research paper for UK users, who also received recommendations about how these challenges should be met. Some of the subjects covered in the Warc Trends Toolkit 2013 included the role of content in marketing, how to use social media to drive business results and when to personalise communications.

Research examining the relatively new discipline of neuromarketing came in third and looked at techniques that measure implicit response via psychological association and behavioural tests.

As with other European users, analysis of entries to the Cannes Creative Effectiveness Lions awards proved popular and was the fourth most-read paper in the UK.

And Warc's Innovation Casebook, which included case studies drawn from the Warc Prize for Innovation and put the thinking behind the campaigns in context, rounded out the top five.

Elsewhere in the rankings, UK adland legend John Webster's lessons for planners, as interpreted by Sarah Carter of adam&eveDDB, proved popular in 11th place. 

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

Data sourced from Warc