FORT LAUDERDALE, Fla. -

AutoUSA announced Tuesday the results of this year’s dealer Internet marketing survey which may give dealers some insight into why shoppers aren’t buying.

The results revealed a struggling economy is directly affecting consumer’s ability to buy cars. The study also delved into the inner workings of dealerships’ Internet marketing departments and found that staffing issues continue to be a major concern for Internet sales managers.

Despite a rough economy and lack of man-power within dealerships, the survey found that 72 percent of respondents do not plan to cut their Internet marketing budgets this year.

Just who are these respondents? Company officials noted that the survey was conducted from mid-August through mid-September and summarizes results from 151 participants from within dealership staff — 54 percent Internet managers and the rest a mix of Internet, sales, business devlopment, marketing and senior management titles.

When these individuals were asked what the biggest sales objections from customers are these days, inventory shortages as well as money concerns topped the list. The study found that 25 percent of consumers complained that a dealership didn’t have the desired model available, while 14 percent said they couldn’t afford a new vehicle. The fact that 20 percent said they couldn’t get financing, while 22 percent noted their lack of confidence in the current political situation, also reflects an unstable economy.

Additionally, survey takers noted 10 percent of consumers say they are not getting the price they want from a dealership.

Further explaining the results, company officials said, “Though inventory shortages are affecting many dealerships, the rest of the answers related to the economy add up to the fact that 58 percent of consumers can’t afford to, or are reluctant to, buy."

Moving on to highlight what the biggest challenges for a dealership’s Internet marketing department are, 31 percent of survey participants noted they were having trouble keeping up with lead volume — a problem spurred by the amount of leads generated by digital and Internet marketing efforts, adding to the traditional leads generated by newspaper ads and other print media.

Interestingly, the next few problems show that staff issues continue to be a major concern for dealers’ Internet departments. Revealing where the problems lie, 28 percent of survey participants said quality of staff is hindering their Internet departments, while 23 percent referenced their staff’s failure to adhere to written processes. Also, 15 percent complained about lack of staff accountability as well as lack of staff training.

Lastly, 21 percent said lack of management buy-in is also detrimental to the department.

Officials noted that additional responses included an “other” category at 15 percent that included a mix of responses about quality of leads, lack of inventory and staff morale, and finally, high staff turnover at 11 percent.

On top of the economy affecting consumers’ decisions to buy, the current economic state is also apparently affecting dealer’s Internet marketing budget decisions.

Though almost half (49 percent) of those surveyed said they are planning to spend the amount as originally budgeted this year, a significant 31 percent plan to cut back on planned expenses.

That said, 23 percent still plan to spend more than originally budgeted this year.

Breaking it down by category, when asked which area they are most willing to cut back on, 53 percent of respondents chose traditional advertising.

On the other hand, 40 percent of dealers plan to increase spending on social media and reputation management; 34 percent plan to increase spending on Search Engine Optimization/website marketing; 23 percent plan to increase spending on third party leads; and only 15 percent plan to spend more on traditional advertising.

Lastly, what do managers want most from a new product or service?

Breaking it down into two groups, almost half (47 percent) of respondents just want to get customers into the showroom, while 28 percent are looking for additional sales volume.

Summarizing the results of this year’s survey, company officials explained, “In spite of a tough economy affecting customer’s abilities to purchase vehicles, dealerships’ Internet marketing departments are reacting proactively.

Nearly three quarters of them plan to spend the same amount or more than they had planned this year, and nearly all of them plan to increase or decrease spend in certain areas, indicating they are monitoring and measuring results to see where they get the most bang for their buck,” they continued.