Mashups are sites or widgets that combine the content of functionality of one website with another to create something offering a different type of value to web users from other types of content functionality. In practice, they provide a way of sharing content between sites and stitching together sites through exchanging data in common XML-based standards such as RSS.

Examples of mashups include:

  • took police data for crime incidents and plotted them on one street maps from Google Maps so that visitors could check in advance where it was the sort of place you might get mugged, and when.
  • combine Google Maps with Craiglist apartment rental and home purchase data to create an interactive housing search tool
  • Personal content aggregators such as Netvibes (, iGoogle ( or Pageflakes ( often incorporate news stories from feeds and other data such as the latest emails or social network alerts. These are effectively a personal mashups.

Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.

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