SUSANNEHORNIKELhasbeenresearchingtheHungarianmarket.
addressesasthereisnoreallist storedmustbecorrect, populationhasreceived
brokingmarketatthemoment. completeandup-to-date.If advertisingbysuchmessagesat
Themost
However,thequalityofB2B consenthasbeenobtained,data sometime.Thenewmedia
addressesisextremelyhigh. maybepassedonand appearssuccessfulforfinancial
popularmethod
TheseB2Bdatabaseaddresses processedatanotherplace. serviceprovidersaswellasfor
ofordering
costbetween¤40and¤280, Thesendermustalsotakeall sellingfood,telephone
dependingontheiractualityand thenecessarymeasuresto equipmentandclothing. continuesto
theirquality,whilethepricesfor preventillegalaccessor Advertisersfrequentlyoffer
B2Caddressesamountto¤70to publicationandprovidedata discountsorgive-aways.
beviathe
¤180.Withaminimumof¤200, security.IntheB2Cfield,the
lifestyleaddressesare addresssourcemustbe Growthpotential
traditional
considerablymoreexpensive. indicatedinthemailing. Currently,themailordermarket
catalogue.The
Butlistbrokingisstill Themosteffectivedirect isnotveryhighlydeveloped.
unknowninHungary.Although marketingtoolsinHungaryare Nearlytwo-thirdsofall Internethasso
therearesomeexchange unaddressedmailings,followed Hungariansdonotpurchase
agreementsconcludedbetween byaddressedmailshots. productsfromacatalogueor
farplayeda
DMusers,thereisnoofficialand Ratherunpopularareemails overtheInternet.
relevantsupplyofresponselists. andphonecalls. Mailorderaccountsforjust
minorrole(15
That’swhymostB2C Thecommunicationandthe onepercentoftotalretailsales.
percentof
companiesstartbysending designofthesemailingsareof Themainpartofthis(85per
unaddressedmailings. utmostimportance–Hungarians cent)isgeneratedintheB2C totalmail
Comingintoforcein1989, areveryquality-orientated. segmentandtheaverageorder
Hungaryhassomeofthe So,mailingsshouldusea valueis¤21.
ordersales).
longest-standingdataprotection high-qualitymaterialthatmeets TheHungarianmarketoffers
lawsincentralandeastern theexpectationsofconsumers. greatgrowthpotential,
Europe.Inordertocomplywith Itgoeswithoutsayingthatthe especiallyintheB2Bsegment,
theEUdirective,adata lettershavetobewrittenin andtheveryhighannualgrowth
protectionlawwhichsetsout fluentHungarianandthetonein ratesof14to24percent
thelegislativeframeworkwas promotionalletterstendstobe indicaterapidexpansionof
enactedin1993,whenHungary quiteformal. themarket.
joinedtheEuropeanUnion. Butthemostpopular Manyinternationalmailorder
Dataexportationwithinthe methodoforderingcontinuesto firmshaverecognisedthis
EUisgenerallypossible,but beviathetraditionalcatalogue. trendandaresetting
onlytocountrieswithsimilar TheInternethassofarplayeda upsubsidiariesin
standardsofdataprotection. minorrole(15percentoftotal Hungary.
Thedataombudsman,who mailordersales),despitethe
iselectedbyparliamentevery factthatalmost35percentof
sixyears,hasthepowerto thepopulationisonline.The
prohibittransfers. top-sellingitemsorderedonthe SusanneHornikel
Internetareclothing,consumer ismanaging
Effectivetools electronicsandtraveltickets. director,Direct
Thesendershavethefollowing ButadvertisingbyMMSor SuccessGmbH.
responsibilities:personaldata SMSisverycommonand
mayonlybeprocessedwiththe Hungaryisoneofthe
consentofthispersonandthe front-runnersintheeastern
purposeofdataprocessingmust Europeanmarket.About20.5
bedefined.Furthermore,itmust millionMMSorSMSmessages
bedeclaredwhichpeoplewill aresentperyear,whichmeans
processthedata.Thedata aroundaquarterofthe
www.dmi-news.com June2009 35
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