70% of consumers trust brand recommendations from friends, 46% trust reviews from other customers, and only 10% trust advertising, according to a new Forrester study reported by Mashable. As a result of their research, Forrester suggests companies make use of branded content and other "pull" marketing strategies rather than ads, sponsorships, and product placements.

This study reinforces what content marketers already know: the best way for brands to attract and retain loyal customers is to build relationships with them. Useful content, social media interaction, and user testimonials all create trust with consumers who may be more skeptical of traditional advertising messages. In the age of digital and social media, it's no longer enough for brands to send static messages to consumers. Companies need to join the conversation and give customers a reason to choose them.

Read more about Forrester's report at Mashable.com.