A method, within a computer hardware system, includes the following. A second functional marketing element and a first website are associated with a first user. A first functional marketing element and a second website are associated with a second user. The first functional marketing element is inserted within the first website. At least one recommended website, associated with the computer hardware system, into which the second functional marketing element is to be reciprocally inserted is providing to the first user. The second functional marketing element is reciprocally inserted within the second website based upon the first functional marketing element being inserted within the first website. The at least one recommended website is different than the first website. The second functional marketing element, within the second website, includes a link to the first website. The first functional marketing element, within the first website, includes a link to the second website.