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Towards An Effective Digital Marketplace

The travel refrain “Are we there yet?” simply doesn’t apply, in the digital marketplace – things coming up, down the road, are already here faster than you can type r we thr yet? and hit “Send.” Can you keep up? How will you do it? Most importantly, how can you get your clients to pay for what you’re offering online? There’s no single route to this particular destination, but like a reliable GPS program, there are always more, and less, effective ways to get to where you want to be.

Next weeks’ Business Insider IGNITION 2012 conference in New York City on “the future of digital” everything, will have acknowledged heavyweights in media, advertising, PR/marcom, entertainment, tech, and other sectors share their thoughts on the evolution of the type of information available to us online, how it reaches us, how we prefer to receive it now, and what communication methods will be most effective in future: the rise of content 4.0. Global Coupon will be part of IGNITION 2012, and will come back with further thoughts in the next few weeks – for now, here are a couple of emergent trends we’ve already integrated into the Global Coupon platform for your benefit.

1. Real Time Bidding (RTB) Ad Buying

Real Time Bidding or RTB is the largely automated process of buying, selling and distributing online display advertising in real time/as it’s happening, to deliver mostrongre targeted, scalable, controlled, granular campaigns. A recent E-Commerce Times article quotes a Parks Associates finding: RTB is starting to claim more revenues in the online advertising industry, and by 2017, will account for 34 percent of all online display ad revenues. A version of RTB or biddable advertising is built into the Global Coupon platform, at no additional charge for business users. Business users pay a platform listing fee based on reach; you can then set your target markets, pick your ad real estate (web page or email marketing placement), upload your ad, and the system will do the rest. You can easily change, up to the minute, your target market(s), ad placement, or ad type, as your advertising and branding needs change. Your benefit: A direct, yet flexible way to match consumers to the types of ad content they want to see and that you want them to see. This functionality is expected to launch in spring 2013. How does this work?

2. Relevant, Customized Content

Relevant, customized content means exactly that: the content applies to you, and to some extent, is controlled by your wants, needs, and tastes. There’s something for everyone online, if you can only find it; that’s the tricky part. We’ve been hearing for the past few years that any type of online content needs to have quality/represent value to the viewer, and not just quantity – which means the old days of throwing your ad spend away on Google Ads, or of peppering a blog post with key words and adding a few links to get a higher search ranking and some traffic, are gone. Both search engines, and consumers, are more sophisticated these days; the recent Future of Digital Marketing 2012 conference in the UK (as seen on highlighted the importance of “content curation,” or managing online content so that both the content provider and the content consumer, get maximum benefit. Global Coupon has built in content customization to the platform; both consumers and businesses can customize what type of offers and ads they want to view, and where from, without signing up separately for each region. How does this work for consumers and businesses?

Watch this space for more thoughts on navigating through the online world. Sign up any time with Global Coupon, and explore what the platform can do to make your digital marketplace more effective.

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