2023 Digital Marketing Trends:
Prioritizing strategies to wrap around your marketing efforts to increase sales and lower acquisition costs in 2023

Brief: Once again, as we do every year, we welcome you to our annual event where we present the marketing trends, insights, digital goals and strategies including the latest ideas and tools for the online and digital marketing industry. This is our 27th annual report and we hope we can continue in our tradition of offering you great forecast of what is about to come.

Changes in business environment, such as higher interest rates, higher cost of borrowing, lower availability of funds in the equity market, diverging economies, and national conflicts once againg together bring on market changes that force companies and their business model strategizing to pivot and reinvent their new operations, marketing methodologies, and product strategies - all to find new business advantages and differentiations to improve their ROI, growth, and marketshare expansion.

In a recent survey conducted by Anaxstar.com with 753 CEOs and CMO’s, the respondents said they are continuing to shift their marketing implementation and execution towards digital marketing and online campaigns and promotions.

As predicted in the last year's report, AI (artificial intelligence) in marketing is playing a great role in changing digital marketing envionment with Microsoft and Google, and others, playing a crucial part. Also, Google Advertising platform as Microsoft Bing Advertising platform, both are seeing either a decline in the number of users, and a remarkable dissatisfaction from their advertisers because of cost increases in marketing expense and lower quality of leads and sales being generated.

Smaller businesses (less than 100 employees) are leveraging blog marketing, social media marketing, and content marketing through viable and profitable digital media channels to replace expensive online advertising on Google and Bing platforms as they no longer seem to deliver a profitable ROI.

As always, you can review Anaxstar.com’s previous years' reports: 2022 Digital Marketing Trends, 2021 Digital Marketing Trends, 2020 Digital Marketing Trends, 2018 Digital Marketing Trends and 2019 Digital Marketing Trends studies, released prior to the pandemic.

2023 Business Marketing Trends Predictions :
Content is KING of marketing, and AI marketing tools are the KINGMAKER

27th Edition of our Annual Online (Digital) Marketing Trends Report - 2023

As it has been our long tradition now, each year, we contact about a thousand online marketing experts and industry leaders, and top 100 Marketing Agencies, as well as the top PR company executives to conduct a 30-min phone interview to find out how they interpret the marketing trends and ask questions about their predictions for the upcoming year, and what changes or transformations they witness during the previous year. We then compile the data and have an in-house discussion among our own leading marketing experts, each of whom have at least 20+ years of digital online marketing experience. Once all the data is compiled, we produce our report: this Annual Online/Digital Business Marketing Trends and Predictions.



And we also like to thank all the people who were involved and provided their expertise and knowledge for us to put this report together, and express our deep appreciation for their support.

FINALLY, see if you notice how we tried to make key points


and avoided long and boring sentences, or pages and pages of reading.

Hope you enjoy it.

Thank you for visiting us.

Contact us if you wish to discuss this report with one of our research experts:

10 Major Marketing Trends Predictions 2023

Digital Marketing Dominates The World of Commerce, and Content Marketing is the King

1. Useful, compelling content still continues to be the most effective

method of prospecting, AND ... and still the best method of converting to


Content attracts, engages, and converts audiences to customers and it keeps on doing this 24 hours a day, non-stop. The Customer Value Journey is the foundation of all the tactics and strategies adopted in marketing - and content marketing is the best form of "delivery of value".

Content marketing is king of marketing, both from point of view of effectiveness and ROI.

Today, most successful business owners and managers know and understand why 'content' is the key to online marketing success, and hence business success. We can no longer argue that businesses are missing out on achieving all the promises of content marketing. However, content development is still a huge effort and therefore costly. With the nearly 50% increase in cost of Google Advertising platform in 2022, and, reduction in the quality of the leads obtained through it, marketing departments can no longer avoid to have a serious content marketing development and campaigning strategy for their business to thrive, or even survive.

87% of respondents said they use content marketing to get website traffic

84% of respondents said they use content marketing to collect emails from visitors (landing page)

81% of respondents said they use content marketing to get website product promotion or engagement

73% of respondents said they use content marketing to get search engine (SEO) ranking to produce organic search traffic which they also claim are the best quality leads compared to all others

69% of respondents said they use content marketing to reduce cost to acquire a lead/subscriber or customer

67% of respondents said content development of blog posts/articles/social posts for the purpose of SEO is still the cheapest form of marketing and an incredibly cost-effective way to grow your brand while it is 6 times more cost-effective to find customers than PPC ads through platforms like Google and Microsoft Bing

TIP: Content marketing is not about "amount of content" produced, is about the quality and effectiveness of content, or often referred to as "compelling content". Think of it this way: great content is not about YOU, or your brand, or your vision, or your objectives. It's about delivering the right information, sought-after and valuable, to your prospects at exactly the right time in the customer journey.

The Good Content marketing produces 6 times as many leads, and is 67% less costly than other methods of marketing (e.g. PPC).
The Bad Don't make a mistake of talking to the wrong audience, instead of your potential customers. Content has to be targeted.
The Ugly Content is king, but content development has become expensive, almost as much as ineffective PPC platforms like Google and Microsoft Bing.

2. The year 2023 will be known by digital marketers as the year of AI-powered marketing

Every marketing professional needs help with data that indicates where the customers are and what they want, and when they are ready to buy. Only one powerful tool can go through that much data and give you the answers fast enough for you to implement a strategy to reach and sale to your customers: Artificial Intelligence (AI) Marketing Tools

Increased efficiency and effectiveness of AI marketing tools can help analyze huge amounts of marketing metrics and campaigning data to identify patterns and insights that can help strategize and implement calculated marketing strategies and executable plans.

AI marketing tools can deliver on improved targeting and personalization to help identify and target the right audience with an effective message that is based on personalized experiences of consumers to improve engagement, build brand loyalty, and achieve an effective call-to-action.

AI Marketing Tools are being used for:

  • - Search Engine SEM or SEO
  • - Predictive Customer Service or Helpdesk
  • - Speech Recognition in voice calls
  • - Ad Targeting for Effective Marketing
  • - Dynamic Pricing based on Campaign Results
  • - Re-targeting Existing Customers
  • - Marketing Automation
  • - Content Curation
  • - Propensity Modelling
Human intervention (be it customer service or helpdesk or sales calls, etc.) can be integrated with AI marketing tools to achieve a very effective interaction with highly personal service for customers.
The Good 24/7 Availability: AI marketing and support tools can be available to customers around the clock to provide assistance and answering their questions.
The Bad High Cost: for small or even large companies implementing AI marketing tools can be expensive, particularly for the first couple of years of implementation.
The Ugly Malfunctioning or unintended consequences: this could include either breakdown giving incorrect results or contributing to a loss of or damage to a property or person (emotionally).

3. OmniChannel Marketing with AI Support:

The right message at the right time, using AI Marketing Tools.

Customer-centric ... messaging, messaging, messaging.

Marketing professionals understand the important of "customer journey" and the "customer funnel", but what about "messaging" and how do you achieve this with a world of data which cannot be analyzed fast enough?

Well, you use AI Tools. Omnichannel marketing takes a consumer-centric view of marketing tactics. But it could hardly deliver as data analysis was often too time consuming and too much of a burden. Customer journey is all about sending the right message, at the right time. Right message at the wrong time will not work, neither will wrong message at the right time. But how can you do that if it takes so much time to analyze the data?

AI Marketing Tools is the answer.

Omnichannel marketing is the seamless integration of branding, messaging, content marketing, social media engagement, and online touchpoints as consumers move down the sales funnel process, enabling a more impactful customer experience. When performing an omnichannel content marketing campaign, let's say through article blogging or the social media networks, you need to respond to your audience promptly when they reach out to you, otherwise you will lose their interest and their loyalty. If you have performed a marketing campaign and they have signed up as a new subscriber, then establish your authority and explain to them the value you provide with your products and get them excited about you and your brand.

Walgreens saw a 379% increase in store traffic using IBM AI Marketing Tools with native ads in blogs and website content. The AI tools helped Walgreens to identify the right consumers and reaching them in the right moment and hence experienced a huge increase to its store traffic, and sales.

With the speed never experienced before by marketing professionals, customer data can be analyzed and hence strategized and re-targeted to achieve incredible results over many channels - thanks to AI Marketing Tools. The messaging is now reinventing itself based on performance and results-driven.
The Good Seamless brand visibility and customer engagement.
The Bad Complex and expensive to implement.
The Ugly Risk of data breaches if not properly secured.

4. Cold email marketing is nearly dead. Only customer

opt-in email marketing is effective and makes sense.

With increased email filters and spam blockers preventing cold emails from reaching their intended recipients, and with most everyone sick of these unsolicited emails cluttering emails inboxes, it was a matter of time that cold email marketing would reach its end of life.

People of sick of cold email marketing and generally much more cautious about opening an email that potentially would have embedded virus, trojan, or some other online security risk or phishing attacks.

Most people receive so many emails per day that they just don't have time to read unsolicited emails anymore and they just don't trust them either.

Consumers are tired of being bombarded with unwanted, unsolicited emails that are irrelevant and potentially a threat to their computer, while businesses can now focus on improving the quality of their email list to help their marketing department target their customers with better quality of engagement and information for a higher conversion rate.

Most consumers these days are much more likely to respond positively to relevant and personalized marketing messaging targeted to their interests than receiving unsolicited email spams.
The Good Businesses can focus on building relationships with potential customers through more effective strategies, such as opt-in email marketing or content marketing.
The Bad Businesses that relied on cold email marketing have to invest on new techniques like content marketing which is expensive and time consuming to learn and adapt.
The Ugly End of cold email marketing may result in businesses to rely on other forms of spammy or manipulative marketing techniques which they find a low cost option.

5. Video Content Marketing will continue to be the leader among all methods,

but blogs with detailed informational articles/guides are a very close

second as the most effective form of content marketing

Video and Blog articles content marketing continue to grow

Video/Blog marketing are the center of all successful digital content marketing campaigns. Even though content marketing methods such as blog posts and articles are very cost effective and generate leads, they almost always perform better when accompanied with videos that convert.

By end of 2022, 84% of marketers used video and blog content marketing because they found it to be cost effective and produce results, especially helping SEO organic search results. In 2023, it is expected that this trend will continue to grow. According to Social Media Week, majority of consumers want to see more video content as long as they are short and concise. Blog articles in the form of guides and informational lists, are hugely popular because people can quickly study it to see if the content is relevant before they invest time in reading it - something they cannot do with watching of videos.

Video and blog content marketing can be highly engaging for your customers and an effective way to communicate with audiences that are interested in the subject. It can also be easily shared in social media, which can increase its reach and help to attract new customers.
The Good Video and blog article content can be used to build brand trust and authority by providing valuable informative content.
The Bad Creating high-quality content can be expensive and time-consuming, which can be a barrier to entry for small businesses.
The Ugly Poor-quality video or blog content can do more damange than good, as it destroys the reputation of a brand or product.

6. PPC is slowly dying: Facebook Ads down 53%, Microsoft

Bing Ads down 18%, Google Ads losing advertisers and

now in a lawsuit with U.S. Dept of Justice

PPC is slowly dying because of 1) rising costs, 2) poor ROI, 3) Ad blindness, 4) Increased competition, 5) limited targeting, 6) increased complexity, and 7) U.S. Dept of Justice looking into Google Ad unfair practices and advertising platform manipulation.

PPC (pay-per-click) is fast losing favor with business owners and marketing professionals.

PPC advertising use to be a very effective way to drive traffic to a website or a landing page and get attention and audience for your products and campaign. But then with Facebook falling flat on it face as a result of December 2021 privacy issues, losing almost half of its advertisers in a matter of months, and Microsoft Bing not able to take advantage due to poor customer support, resulted in Google Ad platform increasing their Ad cost so dramatically that overnight it was not longer a viable marketing method with a decent ROI.

Google's arrogance and increase pricing also went hand-in-hand with business owners experiencing irrelevant clicks which resulted in wasted advertising budget.

PPC advertising is quite complex, requiring business owners to have a thorough understanding, often highly technical knowledge and experience to manager campaigns to avoid wasted marketing budget.
The Good PPC can result in bringing customers to a business pretty fast.
The Bad Complex, competitive, ad fatigue, and vulnerable to click fraud.
The Ugly Complexity results in poorly optimized and waste of advertising spend.

7. What do traditional marketers have in common with prehistoric

life on Earth? Mass extinction.

Marketers in the digital world will have to adapt to a new audience expectation, and in order to do so, they need to learn the new targeting environment

Marketers must be ready and willing to acknowledge that customer privacy plays an outsized role and adapt accordingly.

Cookie tracking, marketing data collection absent of privacy adherence is just not going to be accepted. Facebook and Apple are proof that users will no longer accept these breaches.

Marketers need to consider enhanced customer intelligence where the focus shifts from just looking at your top customers’ historical purchasing and decision-making behavior to considering much deeper mindset and targeting important life moments and be willing to operate in a consumer-centric, privacy-friendly ecosystem.

While change can be intimidating; unlike the dinosaurs, digital marketers should be confident and embrace this next evolution targeting capabilities based on page content and consumer mindset and measurement solutions built on measuring real people, and their choices, across platforms.

A renewed focus on understanding real prospects and customers to inform new targeting and audience solutions will indeed deliver more value, and more cost-effective campaigning and targeting, in the near future that was delivered with cookie-based solutions until today.
The Good Privacy-centric adopters will succeed
The Bad Old school targeting (website cookies) will just fail in delivering a targeting solution
The Ugly Old habbits die hard

8. Content marketing generates 3x more leads, but only about

22% of businesses are satisfied with their
conversion rates.

You got more leads, now what? Do you have a good lead management system? Evaluate your lead management system and conversion tracking on a regular basis.

39% of marketers say proving the ROI of their digital marketing and online campaigning activities is their top marketing challenge.

A formalized lead management system is essential for helping you track ROI because it will identify where and why lead drop off occurs in your campaigning. No matter how good you are at attracting and converting visitors into leads, sales cycles are complex with many factors impacting your conversion rate. You need to track and analyze your lead generation to ensure all efforts, activities and technologies are coordinated in the most efficient way otherwise you will experience sales and marketing misalignment, sluggish lead follow-up and ultimately you will end up wasting campaigning budgets.

According to Forbes, 71% of qualified leads are never followed up on. Lead generation, sales, and lead nurturing are the top three organizational objectives for content marketers. Mapping the customer experience and use of personalized content are deemed the most effective tactics for optimizing marketing automation.
The Good Businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects
The Bad 40% of salespeople still use informal means such as Microsoft Excel or Outlook to store lead and customer data
The Ugly Only about 22% of businesses are satisfied with their conversion rates

9. Blog post/article campaigning creates powerful opportunities to tell brand

stories. Marketers can reach larger audiences, cost-effectively,

quickly, and increasingly more personal.

Blog posts and native ads in blog articles are being considered the most effective content marketing strategy for 2022, with 88% adoption, industry-wide

Blog post/article (or guest-post in popular blogs) is the most significant lead generation strategy of 2022. It helps with revenue growth in a cost-effective ROI since it facilitates the entire customer lifecycle, (awareness, research, consideration, selection, loyalty, and advocacy) in a single strategy.

Blog post/article or guest-post article are the most current, cost-effective, and fast becoming the most popular marketing trend right about now. Providing your audience with a steady flow of compelling and engaging content has become a linchpin of a successful marketing campaign that produces quick results, and produces 3 times more leads at a 62% lower cost.

Why is this fastest growing marketing trend so successful?

Useful, relevant, articles allow your content marketing strategy display your desire to help customers and provide the information to help them with understanding the problem at hand, and to connect with your audience in a way they favor and builds trust and loyalty.

Blog article campaigning, especially with native ads, offer potential prospects with high quality educational content which is promoted to a dedicated and targeted audience who are receptive to the messaging and can therefore attract the right audience who are your potential customers, while helping you generate leads with a very good conversion ratio.
The Good Most cost-effective, fastest results, direct to your audience, method
The Bad Few business people are yet aware of how easy and quickly you can utilize high-traffic blogs for lead generation at low cost
The Ugly Many businesses will waste large sums of marketing budget on Google Ads before they discover this new trend

10. Content marketing is now "Marketing", and will be completely

integrated with the sales and prospecting process

Smarter organizations are integrating content marketing with sales and prospecting

As customers and buyers continue to do research online to find answers to their questions and concerns, smarter companies are positioning themselves to answer these questions as part of their marketing process, combining prospecting with the customer cycle, lead generation, and order processing (sales).

Successful companies are quickly adopting a full integration between the front-line sales teams to identify topics for content marketing, and the content marketing team to develop content online to help sales professionals to effectively use this content in the sales process by answering customer questions and concerns and develop loyalty and reputation. Most of this takes place over the blog articles or posts which are promoted in Social Media, where customers are relaxed and are enjoying interactions with their friends. Obviously, a no-brainer.

Marketers are more successful when they integrate sales needs and prospecting activities into the content marketing cycle where engagement channel is used as an entry point into the sales process and trust-building.
The Good Great nurture journey leads to successful sales
The Bad Untrainerd digital sales rep squanders leads
The Ugly Non-adopters will be left behind, in the dust



1. Blog post/articles with native ads will be the shocker newest trend of 2022. This method of content marketing is relatively much lower in cost, (than Google Ads), and offers much better ROI, and with as much as 3 times more leads, and 62% lower cost

2. AI-powered business and marketing optimization will be adopted by larger companies

3. Video marketing, streaming, usage, searching, and viewership will continue to soar (even more) in 2022

4. Chat marketing growth will be one of the biggest marketing trends of 2022

5. Marketing personalization will continue to grow and increase profitability

6. Social messaging Apps will be used for business, more and more in 2022

7. Visual searching, e.g. Pinterest, will continue to grow as images in search leverage visual search in more relevant ways

8. Live stream shopping will be introduced to the American public and will become as big as shopping channel in 1980s

9. Voice search, will be finally adopted by more and more people

10. Instagram checkout will continue to grow exponentially, in adoption and use

11. TikTok checkout will continue to grow exponentially, in adoption and use

12. Interactive content marketing will be introduced to the public and will be used more and more, in 2022, including augmented reality ads

13. Omnichannel Marketing will continue to grow, the strategy as ripe, effective, and relevant as ever

14. Messaging on digital platform must be even more compelling than the early years of COVID pandemic

15. By end of 2022, mobile advertising to grow to 85% of all U.S. digital ad spending

16. By end of 2022, American adults are expected to spend about and average 2 hours/day on mobile media

17. Smartphone users spend about 80% of their time on social media

18. Digital advertising will grow to $444.12 billion.

19. Top B2B content marketing strategy will be the most popular blog advertising or guest blog post, growing to 84%

20. 64% of marketers say "blogging for lead generation" will be their number one priority in 2022

21. 71% of marketers will be actively investing in content marketing strategies and producing informational guides or blog articles

22. 5G technology will be introduced and adopted at a faster pace in 2022

23. Green marketing also called eco-marketing or environmental marketing will grow and companies will try to be perceived as a eco-friendly company that offer sustainable strategy embeded in their product strategy

24. Website security will become more important than ever as threats to online users are increasing quite dramatically

25. People like Podcasts and they will continue to grow in participation by audiences of all ages

26. Social media is the fastest growing trend in the history of the world




you have access to
highly-skilled, professional
and experienced marketers, developers,
designers, social media management services
specialists, advertising campaign managers,
social media influencers engagement experts,
content creators
and video experts.
To find out what
we can do for you,
Tell us about your project