There are several trends that are likely to shape digital marketing in 2023. Some of the most important ones include:

1. Artificial intelligence and machine learning: As AI and ML technologies continue to evolve, they will become increasingly important in digital marketing. Marketers will use these technologies to personalize content, target ads more effectively, and automate repetitive tasks.
2. Influencer marketing: Influencer marketing will become an increasingly popular way for brands to reach consumers. Social media platforms like Instagram and TikTok have made it easier for brands to connect with influencers and leverage their reach to promote products and services.
3. Video marketing: Video is already an important medium for digital marketing, and it is expected to become even more important in the coming years. As consumers spend more time online, they will also spend more time watching videos. Marketers will leverage platforms like YouTube and Instagram to create engaging video content that resonates with audiences.
4. Voice search: With the growing popularity of voice assistants like Amazon Alexa and Google Home, voice search is becoming an increasingly important aspect of digital marketing. Marketers will need to optimize their content and websites for voice search to ensure that they are easily discoverable by consumers using these devices.
5. Chatbots: Chatbots will become a more common way for businesses to interact with customers. Chatbots can help businesses to provide 24/7 customer service, answer frequently asked questions, and even make recommendations to customers.
6. Micro-moments: Micro-moments refer to the small, everyday moments where people turn to their devices to learn something, do something, discover something, watch something, or buy something. Marketers will need to create content and campaigns that are optimized for these micro-moments.
7. Interactive content: Interactive content will become more popular as it helps to engage audiences and create a more immersive experience. Interactive content can include polls, quizzes, and interactive videos.
8. Social media stories: Social media stories, such as Instagram stories and Snapchat stories, will continue to be an important way for businesses to reach consumers. These stories are short and engaging, and they are a great way to build brand awareness and drive sales.
9. Virtual and augmented reality: Virtual and augmented reality will become more mainstream and will be increasingly used by businesses to create immersive and engaging experiences for consumers.
10. Privacy and data security: With the growing concern about data privacy and security, businesses will need to ensure that they are transparent about how they collect and use consumer data. They will also need to implement robust data security measures to protect consumer information from cyber threats.

In summary, the key trends that will define digital marketing in 2023 are AI and ML, Influencer marketing, video marketing, voice search, chatbots, micro-moments, interactive content, social media stories, virtual and augmented reality, and privacy and data security.