Vodafone Club 2020
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A peep into Vodafone's Club 2020 model for bringing advertisers to the consumers. Avery good example for Intelligent Push Pull Marketing or You can also call it Surrogate Spamming :)

A peep into Vodafone's Club 2020 model for bringing advertisers to the consumers. Avery good example for Intelligent Push Pull Marketing or You can also call it Surrogate Spamming :)

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Vodafone Club 2020 Presentation Transcript

  • 1. Club 2020 The New age Marketing Platform
    Date: 14 December 2009
    Presented by :
    Rahul Nambiar
    Master in Digital Marketing , Class of 2010, IE Business School
  • 2. Background
    Vodafone Club 2020 is a marketing platform launched by Vodafone Spain aimed at delivering more targeted messages and Campaigns for Advertisers on opt in customers with multi level targeting capabilities based on Demographics, Behavior and Interests of the Customer
  • 3. Brilliant Model where Advertiser and Consumer both generate revenues for the network
    • Advertiser
    • 4. Pays the Operator for reaching out to the opted In Audience
    • 5. More targeted Audience Generates More Income
    • 6. Different Ad Formats based pricing, Higher engagement models to cost more
    • 7. Customers
    • 8. Increases usage and dependence of the Vodafone Services though the offer and deals section will be free
    • 9. Enables Vodafone to use this as new customer acquisition platform for Vodafone services
  • Its Both Pull and Push
  • 10. Its what I call – Surrogate Spamming
  • 11. Keeping customers unknown of a self opted in Spam – Intelligent Pull Marketing
    Because Customers opt in for receiving deals and offers
    Advertisers run campaigns in the name of offers and deals
    It’s like a sweepstakes programme where customers are falsely promised on special deals which are actually advertisements
    Customers do not actually realize the backend hidden data charges which are driven by these programs
    Confusing customers through an added complexity of Loyalty program on the deals