Search 2.0
Moderator: John King, Saatchi & Saatchi
Panelists: Mike Margolin, RPA; Michelle Morris, Google; Payam Zamani, Reply.com; Kari Allen, Yahoo!; Skip Streets, Compete

• Current search volume is similar to Q1 of this year.
• Cash for Clunkers stimulated not only search in general, but search resulting on an OEM site subsequently.
• Following up on leads from Cash for Clunkers even now, is worthwhile.
• Query volume is largely dependent on deals to be had.
• Mentioning competitors in ads and search depends on strategy – it’s not for everyone, so strategy needs to be clear.
• The intersection of Search and Social Networks has huge potential for the future of search.
• Think beyond what’s typed in; the future of search will be recommendation engines providing solutions, not just a list.

Finding Cross-Tier Ad Efficiencies
Moderator: Jon Schulz, Specific Media
Panelists: Dorthy Miller Shore, The Miller Agency; Scott Kelly, Ford Motor Company; Dave Metter, MileOne

• Let the OEM build consideration and keep Tier 2 and 3 in the lowest of low places in the funnel.
• Mix Tier 1 messaging back in with the lower funnel.
• As a dealer, make certain your site is the absolute best it can be in order to capitalize on all efforts from Tier 1 and 2.
• Manage expectations of who’s paying for the online advertising  - clear and regular communication among the Tiers is key.