Digital marketing is the set of actions to attract, convince and keep customers through online channels: search engines, social media, email, ads and messaging. In 2027 a new channel joins them: being the source AI assistants cite (GEO and AEO). A small business starts with a clear website, Google Business Profile, a conversation channel (WhatsApp) and measurement.
If you have a business, you already do digital marketing even if you do not call it that: you post on Instagram, reply on WhatsApp and appear (or not) on Google Maps. The difference between doing it out of inertia and doing it with a method is that, with a method, you know how many customers each thing brings you.
What is digital marketing?
It is the set of actions to make the right people find you, trust you and buy from you through online channels. It differs from traditional marketing in three ways: it can be targeted precisely, it can be measured and the conversation with the customer goes both ways.
It does not replace traditional marketing. The strongest companies combine it with physical presence, referrals and brand. If you are interested in an example of how the two worlds mix, read our analysis of Helados Bon’s marketing.
The channels that matter
| Channel | What it is for | Time to see results |
|---|---|---|
| SEO and Google Business Profile | Getting found when people search for what you sell, especially near you | Months |
| Useful content (blog, video, guides) | Answering questions, building trust and ranking | Months |
| Social media | Showing the business, maintaining the relationship and attracting customers | Weeks to months |
| Paid ads (Meta, Google) | Bringing results forward with budget | Days to weeks |
| WhatsApp and email | Turning conversations into sales and winning customers back | Immediate |
| Your own website | Being the place where everything converges and is measured | It is the foundation |
If you are just starting, first look at our 5 digital marketing strategies that work for a business.
How digital marketing changed with artificial intelligence
Search is moving from keywords to answers. According to Think with Google, users are adopting conversational searches, such as AI Mode, that combine text, images and audio, and marketing is moving from bidding on keywords to building an ecosystem of trustworthy content. Google calls that practice GEO, generative engine optimization.
That gives two working rules:
- Answer concrete questions with direct answers. An assistant cites what answers head-on: a clear definition, a figure with a source, a step by step.
- Take care of accuracy. AI systems tend to avoid imprecise sources. If you say something, it should be verifiable and dated.
Also, measure two new things: whether you are mentioned in assistants’ answers and what they say about you. Ask three different assistants which business they would recommend in your city for what you sell, and write down what they answer.
There are changes in video and creators too. The Google and Kantar studies cited by Think with Google, carried out in Mexico, indicate that 61 % of respondents say Shorts ads let them discover new brands and that 84 % consider YouTube creators the most trustworthy for recommending products when shopping. These are data from Mexico and from an interested platform: use them as a signal, not as a rule.
A 90-day plan for a small business
Days 1 to 30: the basics.
- Complete your Google Business Profile: hours, services, real photos and reviews.
- Set up WhatsApp Business with a catalog, quick replies and labels. Follow the WhatsApp Business guide.
- Review your website: one clear page for each service, with prices or ranges, location and a button to message you.
Days 31 to 60: content and measurement.
- Publish four pieces that answer real questions from your customers. Note which ones generate messages.
- Install measurement (Google Analytics and Search Console) and define what a conversion is: a message, an appointment or a purchase.
Days 61 to 90: paid and improvement.
- With the budget you decide on, launch a small campaign that sends people to WhatsApp.
- Calculate what a new customer costs you and what they leave you. If they leave nothing, adjust the message or the offer before raising the budget.
Mistakes we see most often
- Being on every channel without mastering any.
- Measuring followers and not sales. Reach and clicks do not pay the payroll.
- Not having your own website. You depend on platforms that change the rules.
- Copying what a big brand does with a fraction of the budget.
- Promising your customer what your business cannot deliver. Marketing speeds up the good and the bad.
If you want us to review with you which channels make sense for your business, message us on WhatsApp.
Sources
- Google, Think with Google, 4 marketing trends toward 2026 in Latin America (in Spanish), accessed on October 24, 2026.
Frequently asked questions
What is digital marketing in simple words?
It is making the right people find you, trust you and buy from you using the internet: Google, social media, email, ads and WhatsApp, with every action measured.
Which digital marketing channel should come first?
It depends on how your customer buys. For local services, Google Business Profile, a website with one page per service and WhatsApp. For visual products, Instagram and TikTok with a clear catalog.
What is GEO and what does it have to do with digital marketing?
GEO (generative engine optimization) aims for assistants such as ChatGPT, Gemini or Perplexity to find, understand and cite your content. It is achieved with direct answers, verifiable data, good structure and authority.
How much should I invest in digital marketing?
There is no single figure. Start with what costs no money (Google profile, useful content, WhatsApp set up) and put budget into ads once you know how to measure what it costs you to get a customer.
Does digital marketing work for local businesses in the Dominican Republic?
Yes. Local searches, maps, Instagram and WhatsApp are part of the Dominican customer's journey before buying. Businesses that do not show up there miss that conversation.