Top marketers such as Sprint Nextel, Volkswagen and Xerox are adjusting their search tactics by prioritizing certain keyword phrases, trying to ensure they don't compete internally for the same search terms and adding social media to their strategies. "A few years ago, search was a little bit more progressive. Now, it's mainstream," said Simon McPhillips, director of media at Sprint. "The incumbents are trying to figure out, 'What is the next new frontier?' "