Hungary's direct marketing (DM) market grew 12% to HUF 39.5 billion in 2008 to account for more than 20% of the entire marketing and communications market, managing director of TeleData János Bartók said, citing a survey.
DM companies employed more than 4,00 people in 2008, a survey supported by TeleData, commissioned by the Direct Marketing Association and made by Ipsos shows. The amount paid to agents climbed 23% to HUF 16.3 billion.
Business-to-business DM activity continued to account for about half of the market.
Mailings, both addressed and unaddressed made up more than 60% of the DM market. Tele-marketing and e-mail market account for the rest. Orders from retail companies came to HUF 24.8 billion, while orders from printers and publishers reached HUF 11.1 billion and orders from financial service providers were worth HUF 1.6 billion.
DM companies spent about HUF 7 billion to keep their databases up to date in 2008. About 60% of advertisers use their own databases for DM campaigns. (MTI-Econews)