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2px;--bde-woo-payment-box-background-color:var(--grey-100);--bde-woo-payment-box-border-color:var(--grey-200);--bde-woo-payment-box-border-width:1px;--bde-woo-quicklook-button-icon:url(/wp-content/uploads/breakdance/css/icons/eye.svg);--bde-woo-quicklook-button-background-color:none;--bde-woo-quicklook-button-icon-size:20px;--bde-woo-quicklook-button-backdrop-color:rgba(0,0,0,.15);--bde-woo-quicklook-button-backdrop-opacity:.7;--bde-woo-quicklook-modal-background-color:var(--white);--bde-woo-quicklook-overlay-color:rgba(0,0,0,.7);--bde-woo-quicklook-close-button-size:2em;--bde-woo-quicklook-arrow-size:1em;--bde-woo-quicklook-arrow-color:var(--white);--bde-woo-swatch-space-between-options:10px;--bde-woo-swatch-padding:7px;--bde-woo-swatch-color-width:30px;--bde-woo-swatch-color-height:30px;--bde-woo-swatch-border:1px solid var(--grey-200);--bde-woo-swatch-border-color-hover:var(--grey-400);--bde-woo-swatch-shadow:none;--bde-woo-swatch-shadow-hover:none;--bde-woo-swatch-background:var(--white);--bde-woo-swatch-background-hover:var(--grey-50);--bde-woo-swatch-color-padding:2px;--bde-woo-swatch-tooltip-color:var(--white);--bde-woo-swatch-tooltip-background:var(--grey-900);--bde-woo-swatch-tooltip-padding:7px;--bde-woo-swatch-space-after-label:8px;--bde-woo-responsive__stack:row}:root{--bde-links-color:#283891;--bde-links-color-hover:#283891;--bde-button-primary-background-color:var(--bde-brand-primary-color);--bde-button-primary-background-color-hover:var(--bde-brand-primary-color-hover);--bde-button-secondary-border-color:var(--bde-brand-primary-color);--bde-button-secondary-border-color-hover:var(--bde-brand-primary-color);--bde-button-secondary-text-color:var(--bde-brand-primary-color);--bde-button-secondary-background-color-hover:var(--bde-brand-primary-color);--bde-button-text-text-color:var(--bde-links-color);--bde-button-text-text-color-hover:var(--bde-links-color-hover);--bde-button-font-size:var(--bde-body-font-size);--bde-form-font-size:var(--bde-body-font-size);--bde-form-input-border-top-left-radius:var(--bde-form-input-border-radius);--bde-form-input-border-top-right-radius:var(--bde-form-input-border-radius);--bde-form-input-border-bottom-left-radius:var(--bde-form-input-border-radius);--bde-form-input-border-bottom-right-radius:var(--bde-form-input-border-radius);--bde-form-input-border-top:var(--bde-form-input-border-width) 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Cliente[1] engagement, concepto introducido entre 2006 y 2008, se refiere a la interacción y el compromiso de los consumidores con una marca o empresa. Esta interacción puede producirse tanto en entornos físicos como digitales e influye significativamente en las estrategias de marketing. Abarca la creación colaborativa de experiencias personalizadas, siendo la inmersión, la pasión y la activación aspectos clave. No obstante, pueden surgir problemas éticos, sobre todo en relación con la optimización del compromiso del usuario. La tecnología es un componente fundamental en la captación de clientes, ya que promueve un entorno interactivo y establece vínculos entre consumidores y empresas. Las plataformas de medios sociales también tienen un profundo impacto en la captación de clientes, y los contenidos y las actividades de las personas influyentes determinan las tácticas de captación. Medir el compromiso del cliente es esencial, con métricas como los "me gusta", las respuestas y los "retweets" en Twitter como indicadores. Esta compleja interacción entre las empresas y sus clientes está orientada a fomentar la fidelidad y las relaciones a largo plazo.
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Compromiso de los clientes es una interacción entre un consumidor/cliente externo (ya sea B2C o B2B) y una organización (empresa o marca) a través de diversos canales online u offline. Según Hollebeek, Srivastava y Chen (2019, p. 166) la lógica S-D-Definición del compromiso del cliente es "la inversión volitiva, impulsada por la motivación, de recursos operantes (incluidos conocimientos y habilidades cognitivas, emocionales, conductuales y sociales) y recursos operandos (por ejemplo, equipos) de un cliente en interacciones con la marca", que se aplica al compromiso en línea y fuera de línea.
La captación de clientes en línea es cualitativamente diferente de la captación fuera de línea, ya que la naturaleza de las interacciones del cliente con una marca, una empresa y otros clientes difiere en Internet. Los foros de debate o blogspor ejemplo, son espacios en los que la gente puede comunicarse y socializar de formas que no pueden reproducirse por ningún medio interactivo fuera de línea. La participación de los clientes en línea es un fenómeno social que se generalizó con la adopción generalizada de Internet a finales de la década de 1990, que ha ampliado los avances técnicos en velocidad de banda ancha, conectividad y medios sociales. Estos factores permiten que el comportamiento de los clientes sea participar regularmente en comunidades en línea que giran, directa o indirectamente, en torno a categorías de productos y otros temas de consumo. Este proceso conduce a un compromiso positivo del cliente con la empresa o la oferta, así como a los comportamientos asociados a los distintos grados de compromiso del cliente.
Marketing Las prácticas tienen por objeto crear, estimular o influir en el comportamiento de los clientes, lo que sitúa a conversiones en un contexto más estratégico y se basa en el entendimiento de que centrarse en maximizar las conversiones puede, en algunas circunstancias, disminuir la probabilidad de que se repitan.[cita requerida] Aunque la fidelización de los clientes siempre ha sido un objetivo de los profesionales del marketing, el auge de los servicios en línea ha contribuido a que los clientes se sientan más cómodos con ellos. contenidos generados por los usuarios ha influido directamente en los niveles de promoción. La captación de clientes se centra en las interacciones a largo plazo, fomentando la fidelidad del cliente y la promoción a través del boca a boca. Aunque el marketing de captación de clientes es coherente tanto online como offline, Internet es la base de los esfuerzos de marketing.