All routes go to the web

Interesting figures from some Google commissioned research which I found thanks to a quick post on the Online Journalism Blog.

It shows that offline advertising leads to online further research of a product in 67% of cases.

I posted about the relationship of online advertising to offline sales a while ago and it shows the crossover between online and offline Worlds should not be underestimated.

Of course a lot of companies still think the two are pretty much unrelated and therefore don’t follow through all the possible tracking opportunities available. How simple is it to create a campaign specific URL for each offline campaign that can then be linked into a websites stats? Extremely simple and should really be second nature by now.