MM

Mailbots

See Autoresponders (‘mail-bots’) .

Maintenance process

The work involved with running a live web site such as updating pages and checking the performance of the Web site .

Mass customisation

The ability to create tailored marketing messages or products for individual customers or a group of similar customers (a bespoke service) yet retain the economies of scale and the capacity of mass-marketing or production.

Mass marketing

One-to-many communication between a company and potential customers with limited tailoring of the message.

Marketspace

A virtual marketplace such as the Internet in which no direct contact occurs between buyers and sellers.

Media broker

A company who places adverts for companies wishing to advertise by contacting the Media owners .

Media buyer

The person within the company wishing to advertise who places the advert, usually via a Media broker .

Media owners

The owners of web sites (or other media such as newspapers) that accept advertisements.

Meta search engines

Meta search engines submit keywords typed by users to a range of Search engines in order to increase the number of relevant pages since different search engines may have indexed different sites. An example is the metacrawler search engine or www.mamma.com

Meta-tags

Text within an HTML (Hypertext Markup Language) file summarising the content of the site (content meta-tag) and relevant keywords (key-word meta-tag) that are matched against the keywords typed into search engines.

Metrics for Internet marketing

Measures that indicate the effectiveness of Internet marketing activities in meeting customer, business and marketing objectives.

Microsite

Specialised Content that is part of a web site that is not necessarily owned by the organisation. If owned by the company it may be as part of an extranet.

Micropayments (microtransactions)

Digital cash systems which allow very small sums of money (fractions of a pence) to be transferred, but with lower security. Such small sums do not warrant a credit card payment, because processing is too costly.

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Book extracts

Internet Marketing
• Overview
• Introduction

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