It probably comes as no surprise to the young student of marketing that landlines, like most analog technology, are rapidly disappearing (I haven't had one for about 8 years). Superior technology became dominant long ago, and consumers want superior technology. And who wants to pay for a landline when the mobile device does so much more?
In 2006 the number of people without landlines was about 15%, and that number has increased to 55% today. Indeed there are many countries around the world where landlines represent less than 20% share of the telecommunications. What is remarkable here is how quickly this technological and social trend has diffused across the population. And when we take the cord-cutting happening with regard to Pay TV into consideration, it does look like cords are being cut across the board.
What does this mean for marketers? Reaching consumers and developing one-to-one relationships with them is easier than it has ever been, and there has been a growing need by marketers to expand their mobile marketing in reaction to the rapid reduction in landlines. For sure, there will be a saturation point where consumers begin to push back against an overabundance of messaging and develop fatigue from needing too many apps. Perhaps this is already beginning to happen. But mobile is here to stay, and the landlines soon will be few and far between. Consumers have changed their behavior, and marketers are adjusting their strategies according to where their consumers are spending their time.
Discussion: Do you see any advantages in having a landline? Are you experiencing any "mobile marketing fatigue"?
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