What is the summer marketing slump? — Pamela Bump // Hubspot

Pamela Bump, senior manager of audience growth at Hubspot talks about seasonality in marketing for Summer Slump Week. For some industries, the summer brings a lull in activity while it’s the opposite for others. How can you win marketing despite the seasonal downturn? Today, Pamela discusses what is the summer marketing slump.

Show Notes

  • 01:53
    The summer slump
    The summer slump is when businesses experience some sort of dip in customers or engagement during the summer.
  • 03:28
    Why theres a summer slump
    The summer slump this year is heavier due to lockdowns. Now that things are getting back to normal, people are unplugging to take personal time.
  • 06:15
    Hubspots summer slump study
    Hubspot used data gathered from all of their users worldwide.They got to look at things like traffic volume, deal closings, and how different industries are affected.
  • 07:44
    Universal summer slump trends
    Generally, if traffic is down, then deal closings also drop. In 2021, deal closings have increased in the summer months.
  • 09:31
    Seasonal trends in marketing
    The travel and leisure industry does experience seasonal traffic. The same is true for the B2B industry especially around holidays.
  • 11:25
    How the education sector benefits in the summer months
    Some industries like the education sector arent affected by the summer slump. Because people are unplugging for self care, a lot of them focus on education in the summer months.
  • 13:22
    Industries impacted by the summer slump
    The industries most impacted during the summer months are manufacturing, trade, transportation, and utilities.
  • 14:34
    B2B in summer, 2021
    This year, in the B2B sector, traffic is down but deal closings are up. This could mean that people are spending ;ess time on research, moving to the purchase.
  • 15:53
    The industry most negatively affected this summer
    The construction industry and the financial services sector are both negatively affected by summer slump. Theyve taken a hit both in traffic and deal closing for the past 2 summers.

Quotes

  • "Businesses occasionally see seasonality and issues with getting high engagement, high traffic, high deal, closing rates during the summer..." - Pamela Bump, Snr Manager Of Audience Growth, Hubspot

  • "One of the things we're thinking is causing more of a slump this year in some areas is the fact that we've all kind of been inside." - Pamela Bump, Snr Manager Of Audience Growth, Hubspot

  • "In 2019, the travel, leisure, and hospitality industry saw a 13% loss in traffic from April to June. And this year they saw a 17% increase..." - Pamela Bump, Snr Manager Of Audience Growth, Hubspot

  • “In June of 2021, we saw way more deal closings than in April of 2021. And in the past, we've seen that traffic and deal closings align well.” - Pamela Bump, Snr Manager Of Audience Growth, Hubspot

  • “We're seeing deals-closed increase across all industries except construction. But there was an under 2% decrease between the spring & summer months of 2021.” - Pamela Bump, Snr Manager Of Audience Growth, Hubspot

  • “We do see seasonality, especially when it comes to traffic, depending on certain industries, for example, travel and leisure.” - Pamela Bump, Snr Manager Of Audience Growth, Hubspot

  • “Maybe people are spending less time on the blogs, doing research, but they might be in this place where they're starting to think about actually making the purchase.” - Pamela Bump, Snr Manager Of Audience Growth, Hubspot

  • “In 2019, construction saw only a 0.1,6% decrease in traffic. And then a 12.6% decrease between April and June this year. But theyre also seeing a dip in deals.” - Pamela Bump, Snr Manager Of Audience Growth, Hubspot

  • “The financial activities saw a 9.2% dip in traffic from April to June, 2019. And then they saw a 11.4% dip in April to June, 2021.” - Pamela Bump, Snr Manager Of Audience Growth, Hubspot

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