Research: Marketers need multiple methods to win consumer trust


Only about one in four people say they have confidence in their friends and peers, compared with 45% in 2008, according to Edelman’s Trust Barometer. “It’s a more skeptical time,” said Richard Edelman, president-CEO of Edelman. “So if companies are looking at peer-to-peer marketing as another arrow in the quiver, that’s good, but they need to understand it’s not a single-source solution. It’s a piece of the solution.”  Advertising Age

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