C-4 Analytics surveyed dealers across the U.S. and Canada to find out where confidence in digital marketing is breaking down, and what it takes to rebuild it.
Budgets are up. Tools are everywhere. And yet a significant portion of dealers still aren't sure their digital marketing is working the way it should. The 2026 Dealer Digital Marketing Trends Report from C-4 Analytics goes beyond surface metrics to examine what dealers are actually prioritizing, where trust in their marketing partners is eroding, and what separates dealerships that are growing from those still questioning their spend.
What You'll Take Away From This Report
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Why satisfaction with digital marketing remains low despite rising investment, and what dealers say would actually change that
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How the industry's focus is shifting away from volume and toward lead quality, efficiency and verified sales impact
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What dealers want from benchmarking, and why context is more valuable than more data
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Where AI stands in real dealership operations today, and what adoption actually looks like on the ground
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What the findings mean for your marketing strategy heading into the rest of 2026
This report is built on direct dealer input, not industry assumptions. If you manage marketing spend or make decisions about digital partners, the findings are worth your time.