Direct marketing goes digital, too

The Direct and Interactive Marketing Association conducted its DM Sensor research this year too. It revealed that the size of the domestic direct marketing market was HUF 30.8 billion in 2012 (2011: HUF 30.9 billion). The 8-percent average annual sales decrease of recent years didn’t continue in the sector last year. Addressed direct mails represented a value of HUF 8.5 billion and database marketing valued at HUF 6.2 billion. The market of unaddressed direct mails kept shrinking, from HUF 7.4 billion to HUF 6.6 billion. Call centres grew moderately, while mobile marketing was growing the fastest, from HUF 1.5 billion to HUF 1.9 billion, indicating that communication is going in the direction of digital channels. Advertisers expect growth from e-mail marketing, mobile marketing and database management, they forecast stagnation for call centres and further decline with direct mails in 2013.