It`s really hard NOT to think about where b2b e-commerce might be going when business research specialists keep coming up with amazing growth figures. Frost and Sullivan recently forecast $6.7 trillion, orabout 11% of the worldwide b2b sales total, by 2020. So where do `portals` fit into this?

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We are all pretty used to newspaper headlines about the cost to the environment of increasing levels of domestic waste and the pressures on local councils to deal with this, but are householders still motivated to help? Read more…

So why would Marc Pritchard, P&G`s Chief Marketing Officer, express dissatisfaction with digital advertising? Especially as digital advertising is still `on a roll` and taking an increasing percentage of overall ad spending – over 40% this year in the US and headed for much more according to e-marketing specialists.

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As a `rich` country we have been on the waste reduction and recycling `journey` for some time. Typically, we generate 17.5 kilos of waste materials per week per household, expect someone else to collect it and process it – and still don`t have a thought for the sustainability of this service.There remains a lot to change as average recycling levels are still only around 44.2% in the UK (DEFRA,Dec.`15)

The problem, as I see it, is that waste and recycling `rules` are confusing and, most of us, are not properly informed or lazy or have too many other priorities.
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OK , so we are in the middle of ( or at the beginning of?), the biggest period of change that the marketing business has ever seen.But, but, but… does that mean that we are getting so swept along by the delivery technology that we have lost sight of other key needs?

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O.K., b2b marketers have always had the inside track engaging with their prospects and customers. It`s hardly surprising as b2b numbers are generally fewer than even specialist b2c market segments and many product `buys` are technical decisions and require pre and post purchase guidance.

But just how far have things moved on?

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`Native adverting` sounds intriguing , but isn`t it really just new terminology for advertorial or client sponsored content, which has been used widely in b2b journals and b2c magazines? What is new, however, is that there are now so many ways to deliver this.

I`m talking about the ever widening options of print advertorial, digital journal advertorial, website `contributions`, sponsored blogs, videos, still images, articles and social media posts and more.

So, how are we supposed to approach all these opportunities and get the most out of them?

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You`ve only got to go into your local supermarket or open your post at work to understand that  magazines are still one of the very best ways to get  your brand values and product choices across to customers and prospective buyers.In fact they are a perfect complement to your inbound programme!

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We all know just how transformational the inbound marketing revolution is!

Yes, but the thing is that, whilst inbound is an extraordinarily valuable new approach, it seems that the euphoria has stopped us thinking, or being as analytical as we should be, about the many other options that could be crucial to your communications mix..

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`The size of the b2c e-commerce market for Europe in 2012 has been calculated at just over 300 billion* ( U.K.: 96 billion*; US:$294 billion*) and growing at around 20% p.a.*.One recent forecast quoted by David Bowen of EPiServer is that b2b e-commerce could be double the size of b2c by the end of 2014`.

So, is this an unstoppable trend that is going to sweep away all other sales models and pose some difficult questions of companies offering more complicated products or services where the customer has traditionally needed a lot of support from the provider?

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