Vodafone has announced plans to develop a new marketing platform to deliver an "enhanced approach" to engaging with customers.
The operator, which earlier this week lost top spot in the annual ranking of telecom brands, said it intends to reform its local and global sponsorship strategies this year after conducting a review of its marketing progress.
Although the review showed that there is at least 90 percent awareness of its brand in all the markets in which it operates, Vodafone has pinpointed new areas it can target, particularly in the digital space.
The results demonstrated that customer preferences have changed amid the constantly evolving mobile industry.
The company said there is scope to boost investment across a host of new sectors, such as digital, which is what the new marketing platform will aim to achieve.
Vodafone Group chief commercial officer Morten Lundal explained how positive it is for the firm that its brand has managed to achieve such high recognition and awareness, helped by its sponsorship investments.
He said the company will now showcase the brand directly to customers via digital interactions and live events that are both "locally relevant and globally consistent".
As a result of this shift in Vodafone's marketing strategies, the firm has revealed that it will no longer sponsor McLaren following the conclusion of the 2013 F1 season.
Lundal explained that although the firm has enjoyed its relationship with McLaren up until now, it has decided that there is less need for this kind of exposure.
However, he stressed that the deal with McLaren has been one of the main driving forces behind where Vodafone finds itself today.
The deal with McLaren, which first began in 2007, is believed to be worth around €57.7 million a year.
This will be the latest high-profile sponsorship by Vodafone to end, after previous agreements with the England cricket team, the Australian cricket team and Champions League football also finished.
The operator's latest financial figures revealed that revenues fell two percent to €13.3 billion between September and October last year.