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Digital Marketing Trends

The document outlines digital marketing trends across the Healthcare, Retail, and Travel & Tourism industries, highlighting the importance of organic search traffic in Healthcare (62%) and the significant role of referral traffic in Travel & Tourism (10%). It provides tips for effective digital marketing strategies, emphasizing user intent, content education, SEO, and leveraging social media. Each industry has unique traffic distribution patterns and recommended approaches to optimize marketing efforts.

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Laughter Singh
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12 views3 pages

Digital Marketing Trends

The document outlines digital marketing trends across the Healthcare, Retail, and Travel & Tourism industries, highlighting the importance of organic search traffic in Healthcare (62%) and the significant role of referral traffic in Travel & Tourism (10%). It provides tips for effective digital marketing strategies, emphasizing user intent, content education, SEO, and leveraging social media. Each industry has unique traffic distribution patterns and recommended approaches to optimize marketing efforts.

Uploaded by

Laughter Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Digital Marketing Trends in Healthcare

Industry Overview
The Healthcare Industry stands out with 62% of traffic flowing through the Organic
Search channel. 

Only 30% of traffic comes directly to domains within the Healthcare Industry. 

Diagnostic and medication-related keywords generate the most traffic in the industry,
as opposed to local search queries like “hospitals near me.”

Traffic Channel Distribution



for Healthcare Industry, 2023
Direct
29.61%
Paid Search
0.12%

Global Email
0.84%
Paid Social
0.02%

Display Ads
0.19%
Organic Social
0.53%

Organic Search 61.93% Referral 6.76%

Tips for Effective Digital Marketing in Healthcare


1 Focus on user intent in your keyword strategy
Prioritize specific illness and medication-related keywords for effective targeting.

Recognizing the intent behind your keywords allows you to connect with potential
customers exactly when they’re on the hunt for the info you’re offering.

2 Educate with your content


Create content that helps people understand health better and supports them
in figuring out diagnoses. Make sure it’s packed with information that provides what
users are looking for.

3 Optimize for organic search


Make your pages search-friendly to ride the wave of the most popular traffic channel.
Keep tweaking and updating your keyword game for the best results.

4 Strategize with competitor successes in mind


Analyze the top pages of competitors and industry leaders.

Then, customize your game plan based on what’s working, keeping an eye on how
users are engaging and the traffic stats.

semrush.com
Digital Trends in Retail
Industry Overview
The Retail Industry shows higher-than-average Organic and Paid Search traffic.

Paid Search traffic constitutes 2.6% of the industry’s overall traffic, almost 3X
the average across other industries.

Top social media platforms for Retail include YouTube, Facebook, Instagram, TikTok,
and Reddit.

Electronics-related searches dominate with Samsung, iPhone 11, and Nintendo Switch.

Traffic Channel Distribution



for Retail Industry, 2023
Direct
59.40%
Paid Search
1.31%

Global Email
0.75%
Paid Social
0.15%

Display Ads
0.23%
Organic Social
2.68%

Organic Search 27.57% Referral 7.91%

Source: Semrush .Trends

Tips for Digital Marketers in Retail


1 Emphasize SEO in your strategy
Make SEO a priority to make the most of how much people love using search engines.
Also, tweak your content to fit the words everyone’s typing in for your industry.

2 Diversify Paid Search Platforms


Think about trying out different paid search platforms to reach as many people
as possible.

3 Leverage Social Media


Utilize popular social media platforms for brand visibility. Stay updated on emerging
platforms like TikTok for innovative marketing approaches.

semrush.com
Digital Marketing Trends

in Travel & Tourism
Industry Overview
Referral traffic in Travel and Tourism comprises 10% of the industry’s total traffic,
exceeding the 8% average across all industries. Growth has continued in the channel
in 2023. 

The Travel and Tourism industry shows a high level of interconnectedness among
domains with Referral traffic most often flowing from smaller domains to larger domains
within the same industry.

Despite lower social media utilization among top industry players, Airbnb.com’s success
on social media suggests untapped potential.

Traffic Channel Distribution



for Travel & Tourism Industry, 2023
Direct
.8
54 7 %
Paid Search
2.57%

Global Email
0.98%
Paid Social
0.04%

Display Ads
0.16%
Organic Social
0.52%

Organic Search 30.93% Referral 10.02%

Source: Semrush .Trends

Tips for Digital Marketing in Travel & Tourism


1 Embrace Referral Strategies
Optimize campaigns for Referral traffic, given its higher distribution. Collaborate
with influential domains like agoda.com and booking.com to boost Referral.
2 Plan for seasonal search trends
Keep an eye on the ups and downs in Paid Search as the seasons change. When
things heat up in October and January, put more effort into making sure your Paid
Search gets noticed.
3 Unlock Social Media Potential
E ven if the industry’s social media averages are on the lower side, don’t shy away
from diving into Organic Social. Take a page from Airbnb.com’s book and think
outside the box for some cool social media marketing ideas.

semrush.com

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