History
The Next Best Action paradigm is not new nor is it only applicable in marketing. A similar concept was suggested by John Boyd of the United States Airforce (OODA Loop). In a military context it describes thinking on the fly with distributed, local decision-making versus planned campaigns and objectives. In marketing it has only recently been possible to make decisions fast enough on an enterprise scale to build a ‘mini-business case’ in real-time, considering many courses of action before deciding on the best one.
From a business perspective, the rise of the next-best-action paradigm has in part been triggered by an increasing emphasis on inbound marketing. Organizations have found that volume in the inbound channels (web, call center, ATM, branch, etc.) is increasing in recent years, while outbound channels (direct mail, cold calling, etc.) are increasingly challenged. The reason for this is threefold: 1) customers have become less tolerant of receiving outbound marketing solicitations; 2) new regulations limit spam or spam-like activities, telemarketing calls and direct mail; and 3) customers are increasingly Internet savvy.
Read more about this topic: Next-best-action Marketing
Famous quotes containing the word history:
“I cannot be much pleased without an appearance of truth; at least of possibility—I wish the history to be natural though the sentiments are refined; and the characters to be probable, though their behaviour is excelling.”
—Frances Burney (1752–1840)
“Social history might be defined negatively as the history of a people with the politics left out.”
—G.M. (George Macaulay)
“Boys forget what their country means by just reading “the land of the free” in history books. Then they get to be men, they forget even more. Liberty’s too precious a thing to be buried in books.”
—Sidney Buchman (1902–1975)