I've seen it and I'm a small payer in the e-commerce world but business, despite the downturn in other financial spheres, has been up for me.
I'm picking up local clients trying to reach their local market - 20-30 miles from the retail outlet. Suddenly, TV and print ads aren't pulling and these local business owners are scrambling for (1) an effective website optimized for local search and (2) new marketing channels that can be integrated into traditional marketing outlets. By adding that URL to print ads, invoices, business cards, tri-folds and bi-folds, potential clients will have a map to the website, which, in turn, provides a map to the local outlet.
It all fits together like an interlocking puzzle. Using all of your marketing outlets to drive traffic presents more avenues and opportunities to find you.
Matchbook cover, anyone?