Who Do You Trust?

In a “revealing” study done by Nielsen, word of mouth was once again guilty as charged as the most trusted way to receive messaging/marketing.  The stats and other commentary are provided here by our good friends at Church of the Customer.com.

What I find interesting is the paradoxical information.  Newspaper ranks 2nd overall – people still read the paper?  Brand websites rank 4th – so that means if you have the website, you can say whatever you like and people will believe you?   Just one more sign I guess that the consumer of today is simply unpredictable? 
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