What is the summer marketing slump? — Pamela Bump // Hubspot
- Part 1 What is the summer marketing slump? — Pamela Bump // Hubspot
- Part 2Channels that dip in the summer? — Pamela Bump // Hubspot
- Part 3Channels that bump in the summer? — Pamela Bump // Hubspot
- Part 4Seasonal marketing recalibration — Pamela Bump // Hubspot
- Part 5How to keep your job on vacation — Pamela Bump // Hubspot
Show Notes
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01:53The summer slumpThe summer slump is when businesses experience some sort of dip in customers or engagement during the summer.
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03:28Why theres a summer slumpThe summer slump this year is heavier due to lockdowns. Now that things are getting back to normal, people are unplugging to take personal time.
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06:15Hubspots summer slump studyHubspot 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.
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07:44Universal summer slump trendsGenerally, if traffic is down, then deal closings also drop. In 2021, deal closings have increased in the summer months.
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09:31Seasonal trends in marketingThe travel and leisure industry does experience seasonal traffic. The same is true for the B2B industry especially around holidays.
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11:25How the education sector benefits in the summer monthsSome 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.
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13:22Industries impacted by the summer slumpThe industries most impacted during the summer months are manufacturing, trade, transportation, and utilities.
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14:34B2B in summer, 2021This 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.
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15:53The industry most negatively affected this summerThe 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
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"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
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"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
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"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
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“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
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“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
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“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
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“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
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“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
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“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
- Part 1 What is the summer marketing slump? — Pamela Bump // Hubspot
- Part 2Channels that dip in the summer? — Pamela Bump // Hubspot
- Part 3Channels that bump in the summer? — Pamela Bump // Hubspot
- Part 4Seasonal marketing recalibration — Pamela Bump // Hubspot
- Part 5How to keep your job on vacation — Pamela Bump // Hubspot
Up Next:
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Part 1What 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.
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Part 2Channels that dip in the summer? — Pamela Bump // Hubspot
Senior manager of audience growth at Hubspot, Pamela Bump, is back for day 2 of Summer Slump Week. As you’ve already noticed, marketing can be seasonal. So something that works in the winter, might not necessarily work the same way in the summer months. Today, Pamela talks about what marketing channels dip during the summer.
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Part 3Channels that bump in the summer? — Pamela Bump // Hubspot
Senior manager of audience growth at Hubspot, Pamela Bump, gives her advice on how to win marketing despite the summer slump. Some industries won’t see a lot of direct response in the summer. But this doesn’t mean you need to stop marketing in the summer. Today, Pamela discusses the marketing channels that are more effective during the summer.
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Part 4Seasonal marketing recalibration — Pamela Bump // Hubspot
Pamela Bump, Senior manager of audience growth at Hubspot, discusses marketing in the summer months. If you’re not in the travelling and leisure sector, then you most likely experience the summer slump. Do you just stop marketing at this time? Today, Pamela talks about how to recalibrate your marketing based on seasonality.
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Part 5How to keep your job on vacation — Pamela Bump // Hubspot
Pamela Bump, Senior manager of audience growth at Hubspot, continues the conversation about marketing in the summer months. Summer is the time when a lot of people unwind and recharge. As a marketer, though, how can you make sure that you also get this time to relax without negative business effects. Today, Pamela talks about how to keep your jobs while taking vacation in the summer.
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