Digital advertising agency Wunderman believes marketers should not get carried away with how technology is changing consumer behaviour online.

Jessica Wilkie, Wunderman business director, told delegates at AM & Auto Trader’s Digital Marketing Conference 2014 that online shopping has not killed off the High Street yet.

NEED TO KNOW
♦  90% of shopping is still offline, according to OfCom
♦ New technology is integrated rather than being disruptive to existing marketing methods

Of all consumers that own a smart TV, 77% have not connected it to the internet, 90% of TV viewing is still in real time, according to the Office of National Statistics in January 2014 and 90% of shopping is still offline, according to OfCom figures in 2013.

Wilkie said: “As digital marketers, I think we need to take a step back. Consumer behaviour has already adapted and new technology is integrated rather than being disruptive to existing methods.”

This does not mean dealers should ignore digital, but Wilkie believes marketers can get carried away with new technology.

“The purchase funnel has changed,” she said. “A brand’s website is one of the most important touch points in the customer journey and all consumers are also social sharers now. There is a clear influence from social media in the final purchase decision. Digital word of mouth is just as valuable as having that in person.”

Will bricks and mortar dealerships remain in the future?

“They will still exist. However, the way people are buying has already changed, there is less footfall and customers are taking more time to review and decide before they get in touch.”