Optimized online marketing and scheduling systems and methods that are based on driving demand for services

A method comprising:

• identifying, by an appointment engine comprising one or more processors, an appointment with a service provider to be filled, and a first user to be offered an incentive for filling the appointment;
• determining, by the appointment engine at a first time instance prior to a time of the appointment, according to conditions of a plurality of situational factors corresponding to the first time instance, a first type and level of incentive to include in a first offer to the first user for filling the appointment;
• determining, by the appointment engine at a second time instance after the first time instance and prior to the time of the appointment, according to conditions of the plurality of situational factors corresponding to the second time instance, a second type and level of incentive to include in a second offer to the first user for filling the appointment;
• confirming, by the appointment engine, that the first user has accepted the second offer associated with the second type and level of incentive, and has completed requirements of the appointment including consumption of a corresponding service;
• and
• releasing, by the appointment engine responsive to the confirmation, the second type and level of incentive to the first user.