Web & SEM

What is Web Marketing: A Journey from Banners to AI & What’s More?

Web marketing is one of the four pillars of digital marketing, along with social media, email, and mobile marketing.

In practical terms, web marketing refers to any form of advertising done via Internet websites. It encompasses a variety of strategies and tactics for promoting businesses online and reaching potential customers or clients.

Web marketing has undergone a remarkable transformation over the past three decades. From the early days of banner ads to the sophisticated use of artificial intelligence (AI), the field has evolved to meet the changing needs of businesses and consumers.

Your Clicademist explores the evolution of web marketing, offering real examples, practical recommendations, and key learnings that can help marketers navigate this dynamic domain.

Web marketing Dawned the Digital Marketing

The 1990s marked the advent of digital marketing, with one of the Internet file transfer protocols – HTTP – enabling some of the world’s earliest websites.

The first clickable banner ad went live in 1994. It appeared on Wired magazine’s website on October 27, 1994. This period also saw the rise of email marketing, search engine optimisation (SEO), and the beginning of analytics. Companies like Razorfish emerged as early pioneers, leveraging the nascent capabilities of the internet to drive marketing strategies.

The 2000s: Google & Web2.0 Changed the Play

As the internet became more accessible, the 2000s witnessed a revolution in digital marketing channels. Web 2.0 technologies transformed Websites from monologues to interactive communication hubs. Google Search and Google AdWords revolutionized the way ads were targeted and delivered.

Further, Web 2.0 also enabled social media platforms like Facebook and Twitter, opening new avenues for engagement.

Marketers began to understand the importance of content, leading to the birth of content marketing as a key strategy.

The 2010s: The Rise of Mobile and Personalisation

The proliferation of smartphones gave rise to mobile web marketing, with businesses optimizing their content for smaller screens and location-based targeting. Steve Jobs’s iPhone was the icon of this new era.

On the bigger screen websites, personalisation became the buzzword, as data analytics allowed marketers to tailor their messages to individual preferences and behaviours.

Influencer marketing also gained traction in the mid-2010s, with Instagram being the leading platform for harnessing the power of social media personalities to reach niche audiences.

The 2020s: AI and the Future of Web Marketing

Today, AI is at the forefront of web marketing innovation. Machine learning algorithms can predict consumer behaviour, automate ad bidding, and personalize content at scale. Chatbots and virtual assistants provide real-time customer service, while programmatic advertising ensures that ads are more relevant than ever before.

AI also changes the web marketing operations. Generative AI tools like Jasper and Midjourney assist in content creation by producing text, crafting images, and even generating music or code, streamlining the creative process and enabling marketers to focus on high-impact tasks.

The drama of how AI transforms web marketing is still unfolding. What’s more? The Web3 is already on the horizon.

How to Keep Up or Lead?

To stay ahead in web marketing, practitioners should:

  • Embrace AI and machine learning to enhance targeting and personalization.
  • Focus on mobile optimization to cater to the growing number of smartphone users.
  • Utilize data analytics to gain insights into consumer behaviour and preferences.
  • Engage in continuous learning to keep up with the latest trends and technologies.
  • Get ready for a mentality shift from web marketing to Web3 marketing.

Understanding the historical context of web marketing can provide valuable insights into future developments.

The journey from banners to AI in web marketing is a testament to the industry’s capacity for innovation and adaptation. As we look to the future, it is clear that technology integration will continue to shape the way businesses reach and engage with their audiences.

Marketers must harness these advancements to create meaningful and effective campaigns that resonate with consumers in an increasingly digital world heading towards the Web3.

Web & SEM

K-I-I-L: The Ultimate yet Shortest SEO Crash Course

Search engine optimisation (SEO) aims to increase a website’s visibility and ranking on the search engine results pages for specific topics. It is a complex job requiring constant effort, so an SEO task list can be overwhelmingly long or surprisingly brief.

The world’s most succinct search engine optimisation (SEO) operational model is KIIL, created by one of your Clicademists.

K-I-I-L has nothing to do with killing. It is the short form for four essential SEO operations: Keywords, Index, Integrity, and Links.

the ultimate SEO task list; KILL SEO infographic
The KIIL SEO strategy focuses on four tasks to manage keyword strategy, search engine indexing, site integrity, and links. ©Clicademy

Let’s delve into each step of this method and explore real-world examples of how it can be effectively implemented.

(K) Keyword Research and Strategy

The first step, ‘K’, stands for keywords. This is the foundation of SEO, where you identify the terms and phrases potential customers use to search for products or services related to your business. A robust keyword strategy involves analysing search volume, competition, and relevance to ensure the chosen keywords align with your content and business goals.

For example, a local bakery might target keywords like “artisan breads” or “gluten-free pastries” to attract a specific audience. Tools like Google Keyword Planner and SEMrush can aid this research, providing insights into keyword performance and trends.

(I) Indexing the Website

The second letter, ‘I’ in KIIL, represents indexing the website. Indexing is how search engines organise information before a search to enable super-fast responses to queries. Ensuring that your website is indexed correctly involves submitting a sitemap to search engines, optimising site structure, and improving crawlability.

A real-world example is when a new e-commerce store submits its sitemap to Google Search Console to ensure all product pages are found and indexed by Google’s search bots. Nowadays, codeless marketing, website builders, and AI-empowered utilities have made this process easy and fast to let Google Analytics GA4 and Bing Search start crawling in your website.

(I) Integrity of the Website

The next ‘I’ represents website integrity. This step focuses on your website’s technical health, including site speed, mobile-friendliness, secure connections (HTTPS), and error-free pages. A website with high integrity provides a better user experience and is favoured by search engines.

Another primary consideration of a website’s integrity is its activeness. The website’s content needs to be dynamic and frequently updated.

For instance, an online news portal might use tools like GTmetrix to analyze and improve page load times, ensuring readers can access content quickly and efficiently.

(L) Links Building

Lastly, ‘L’ stands for building links, including forward links (outbound) and backlinks (inbound). Quality links from reputable sites can significantly boost your SEO as they endorse your content’s credibility and authority.

A practical example is a tech blog that produces high-quality content and gets linked by authoritative sites like TechCrunch or Wired. These backlinks not only drive traffic but also enhance the blog’s search rankings.


Clicademy claims the originality of the KIIL model for SEO. By following the KIIL method, businesses can create a comprehensive SEO strategy that addresses all aspects of their online presence. From the initial keyword research to the ongoing maintenance of website integrity and link-building efforts, each step plays a crucial role in achieving and maintaining high search engine rankings.

Implementing the KIIL SEO method requires diligence, consistency, and a willingness to adapt to the changing landscape of search engine algorithms. However, with a clear understanding of each step and a commitment to best practices, businesses can improve online visibility and attract more organic website traffic.

Analytics Web & SEM

Mastering PPC Analytics Without Running a Campaign: A Comprehensive Guide

Pay-per-click (PPC) is an essential building block of Search Engine Marketing on the Internet.

Pay-per-click (PPC) advertising is a crucial aspect of digital marketing that allows businesses to target potential customers through paid ads. However, for those new to the field with a tight budget yet looking to enhance their skills, the question arises: How can one learn PPC analytics without firstly investing in a campaign to work on? This comprehensive guide provides insights and resources to help you gain proficiency in PPC analytics, even without direct campaign management experience.

Understanding the Basics of PPC

Before diving into analytics, it’s essential to grasp the fundamentals of PPC. PPC is a model of Internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site rather than attempting to earn those visits organically. Understanding the terminology, the structure of campaigns, ad groups, and the importance of keywords is foundational knowledge for PPC analytics.

Online Courses and Certifications

Numerous online courses and certifications are available that can provide structured learning paths for PPC analytics. For instance, the Google Ads Certification is a free program that offers comprehensive training on Google’s advertising platform. Similarly, platforms like Semrush offer PPC Fundamentals Courses, which cover the basics and gradually move to more advanced topics. These courses often include hands-on exercises that simulate campaign management, allowing learners to apply analytical concepts without running a live campaign.

Simulation Tools and Software

Some platforms offer simulation tools that mimic the experience of running a PPC campaign. These simulators allow you to practice setting up campaigns, choosing keywords, writing ad copy, and analyzing hypothetical campaign data. This hands-on approach can be invaluable for understanding the impact of different strategies on campaign performance.

Case Studies and Industry Reports

Analyzing case studies and industry reports can provide real-world examples of successful PPC campaigns. By studying these, you can learn from the successes and failures of others. Look for case studies that include detailed analytics and performance metrics to understand the decision-making process behind the campaigns better.

Blogs and Forums

Blogs and forums are excellent resources for learning from experienced PPC professionals. Many industry experts share their insights, tips, and tricks on blogs, while forums provide a platform for asking questions and engaging in discussions with peers. Reading blogs like the HubSpot Marketing Blog can inform you about the latest trends and best practices in PPC analytics.

Google Analytics for PPC

Google Analytics is a powerful tool for analyzing PPC campaigns. Even if you don’t have your own campaign, you can learn a lot by exploring the features and reports available in Google Analytics. Understanding how to interpret data such as conversion rates, click-through rates, and bounce rates will be beneficial when you eventually manage a campaign.

Clicademy: See the Data Real Time

Clicademy is a unique platform that provides aspiring marketing and data professionals with the opportunity to learn digital analytics using real online data. Users can leverage Clicademy to enhance their PPC analytics skills. Registered members can organise micro-marketing projects and see how the promotional efforts are reflected in the site data.

To Sum Up

Learning PPC analytics without a live campaign is challenging but entirely possible. This guide has provided an overview of the various ways to learn PPC analytics without having a campaign. For those eager to dive deeper into PPC, consider exploring the resources mentioned and actively participating in the digital marketing community. The journey to PPC expertise is ongoing, and every step taken is a valuable addition to your skill set. Join Clicademy. Happy learning!