COLUMNIST – INSIGHT FROM EUROPE
Inside Hungary
AsfarasB2C
Inthepastdecade,Hungary
hasbeenlistedasthetenth
Hungary,thefacts:
addressesare
mosteconomicallydynamic
areasandoneofthe15most
Capital:..............................................................................................Budapest
concerned,the
populartouristdestinationsin
Areatotal:...................................................................................93.036km2
theworld,withacapitalcity
Currency:....................................................................................Forint(HUF)
optionsarestill
regardedasamongthemost
Population:......................................................10.038.000(March2008)
beautifulofurbanlandscapes.
Agestructure:.............................................................0-14years: 15.9%
limited.However,
Inrecentmonths,Hungary
15-64years: 68.6%
thequalityof
hasmadeheadlinesbecauseof
65+years: 15.5%
theglobalfinancialcrisis.Even
Households:..................................................................................3.860.000
B2Baddressis beforethecrisisbeganlastyear,
MedianAge:................................................................................40,75years
thecountryhadoneofthe
Populationgrowthrate:......................................–0,257%(2009,est)
extremelyhigh.
largestbudgetdeficitsintheEU
GDP:........................................................205.7billionUSD(2008,est)
andthesituationhasgrown
GDPpercapita:........................................19.8billionUSD(2008,est)
progressivelyworse.
Unemploymentrate:....................................................8%(2008,est.)
HungaryneededaUS$25.1
Telephones–mainlines:......................................3.251million(2007)
billioncreditlifelinefromthe
Telephones–mobiles:............................................11.03million(2007)
InternationalMonetaryFund.Its
Internetusers:...........................................................4.2million(2007)
currencyhasbeeninfreefall:
Companies:......................................................about1.3million(2008)
sincethebeginningofthisyear,
Quelle:CIA–TheWorldFactbook/DirectSuccessGmbH
theHungarianforinthasslid13
percentagainsttheeuroand19 Forgingahead sectorsinwhichdirect
percentagainsttheUSdollar. Nevertheless,thecountry marketingordersareplacedare
Thegovernmentpredictsthe astoundinglyforgesaheadin retail,financialservicesand
economycoulddecreaseby termsofdirectmarketing. automotive.
threepercentorevenmorethis Here’sashortreviewofthe AddressedB2Cmailings
year.Hungaryposestheglobal mostimportantdirectmarketing havebeenusedmainlyto
financialcrisis’sbiggest factsinHungary. maintaincustomerloyaltybut
challengeyetfortheEuropean Thisisacountrywithgreat arealsoasuccessfulmethodof
Union,whichisfiercelydebating directmarketingpotential!The acquiringnewcustomersinthe
howtoattemptarescue. averageamountofmailingsper B2Bsegment,duetothe
personisnine significantlyhighervolumeand
peryear.About qualityofaddressdataavailable.
60percentof Annualexpenditurefor
Hungarianshave addressedmailingsamountsto
receivedan ¤58million,forunaddressed
addressed mailingsitisabout¤39million.
mailing,83per Thisequatesto35percent
centofwhich ofthetotaladvertisingbudget
wereactually ofcompanies(aroundathirdin
read. theB2Bsegment).
Theresultis, TheHungarianmarketnow
onethirdofthe offersawiderangeofB2B
populationhas addressesandadditional
respondedor information.AsfarasB2C
placedanorder addressesareconcerned,the
atsometime. optionsarestilllimited.They
Themain consistmainlyofdatabase
34 June2009
www.dmi-news.com
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