If the angles on using new media blended alongside traditional channels in yesterday’s post interested you, this article from eMarketer is worth a scan. It’s an interview with Melissa Katrincic, the head of interactive digital marketing and ecommerce at cult skincare provider Burt’s Bees.

Whilst Burt’s Bees is a B2C brand, Katrincic still struggles with the same challenges as B2B marketers: creating a consistent online/offline experience whilst maintaining control of offer and image:

“If we’re doing something online, how can we deliver an experience that is similar to retail, where you still feel an identification with the brand?”

“Facebook is a great new foray for us. The fact that it’s global has, at times, proved challenging because we run online promotions in the US that sometimes are unavailable to our Canadian or UK consumers. They let us know that they’re not very happy about that, but we’re working on it.”

The article’s available in full on eMarketer here.