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In September 2021 when I last updated my knowledge, digital marketing was an exciting field that is rapidly evolving. Please note, however, that I only have data up to September 2021 and do not have real-time events or information beyond that date. Nevertheless, I am able to provide some insights on the scope of digital advertising in 2023 from trends since my last review:

1. Continued Development: The digital marketing field was already growing quickly, and is likely to continue in this direction. Digital marketing is expected to grow as businesses rely more on online platforms.
2. Artificial Intelligence (AI) and Automation. AI and automation are increasingly being integrated into the digital marketing process. AI will continue to be used in tasks like customer segmentation and chatbots.
3. Video-Content Dominance. Video content has gained popularity on platforms like YouTube and TikTok. Video marketing is expected to continue as a vital part of digital strategies.
4. Social Media marketing: It was expected that social media platforms would remain at the core of digital marketing efforts. It is possible that newer platforms will emerge and the strategies used to utilize existing ones may evolve.
5. Search Engine Optimizing (SEO) : SEO is likely to remain an essential component of digital advertising. The specific techniques and practices could change due to changes in the search engine algorithms.
6. Content marketing : High-quality content is expected to remain a crucial factor for successful digital campaigns. This includes blog articles, ebooks or infographics.
7. Personalization of Customer Experience : We expect that marketing efforts will be tailored to the preferences of individual customers and an excellent customer service experience to be even more important.
8. Ecommerce and Mobile marketing: With more people shopping online and using mobile devices for browsing it is expected that mobile marketing and ecommerce strategies will be vital for businesses.
9. Compliance and Data Privacy With the increasing concern about data privacy, it was essential that digital marketers comply with regulations like GDPR or CCPA.
10. Virtual Reality and Augmented Reality were expected to be more prominent in digital marketing. This was especially true for industries such as retail, real-estate, and entertainment.
11. Influencer Market : This marketing form, where influential individuals promote a product or service, is expected continue to evolve, possibly with greater scrutiny on authenticity, transparency, and integrity.
12. Voice-Activated Devices and Voice Search: The increasing use of smart speakers and voice-activated devices will make it more important to optimize for voice search.

Remember that due to unforeseeable events, technological advances, and changes in consumer behaviour, the actual scope and trend of digital marketing in 2020 may be different from these projections. For the most current and accurate information I recommend reading industry reports, going to conferences and following reputable digital news sources.

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