Search Optics recently released results from its first annual digital marketing trends survey, which analyzed the needs, wants and decision-making strategies of more than 160 U.S. automotive dealers associated with a variety of leading automotive brands.

The phone survey, conducted in partnership with Incept Corporation, yields insight into critical digital marketing challenges facing automotive dealers today, as the importance of digital marketing rises.

“Digital marketing plays an enormous role in the success of today’s automotive dealers, from driving traffic to the lot to advancing the sales cycle through the use of digital strategies,” said Troy Smith, president and founder of Search Optics. “The survey provides clear insight into the greatest challenges dealers face as the speed of digital change in our industry advances at a rapid rate and winning more business depends heavily on their ability to keep pace.”

As part of the survey, Incept researchers questioned dealers about their expectations and satisfaction concerning digital marketing service providers.

Dealers who participated in the study unilaterally agreed that their most important goal with digital marketing is to obtain both results and a reasonable return on investment. More than 80 percent also said search engine optimization (SEO) is the most important service acquired through external marketing partners.

Additionally, dealers communicated a strong need for insights and strategic guidance from their providers.

According to the survey, SEO is the most popular service dealers seek digital marketing service providers for, followed by website, paid search, social media, email, display advertising and video services.

More information on the survey and its findings are available on the Search Optics blog in a post titled “Five Essential Questions to Ask Your Digital Marketing Service Provider.”