When making a purchase, 92 per cent of consumers trust recommendations from friends and family over all forms of advertising. In fact, they trust their friends and family 9 times more than they trust advertising.
For brands, this presents both a challenge and an opportunity. Companies can no longer rely solely on advertising and expect consumers to make purchases based on campaign promises. They can, however, reach and connect with customers and potential customers in new ways, and these new methods can generate the trust and loyalty companies need to succeed.
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