{"id":229090,"date":"2025-10-27T15:55:07","date_gmt":"2025-10-27T14:55:07","guid":{"rendered":"https:\/\/ipmark.com\/?p=229090"},"modified":"2025-10-27T16:52:05","modified_gmt":"2025-10-27T15:52:05","slug":"los-programas-de-fidelizacion-de-lo-transaccional-a-lo-emotivo","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=229090","title":{"rendered":"Los programas de fidelizaci\u00f3n, de lo transaccional a lo emotivo"},"content":{"rendered":"<p><strong>La necesidad de contar con datos de primera parte ha llevado a numerosas marcas a lanzar su programa de fidelizaci\u00f3n, pero todav\u00eda existe una brecha entre lo que reciben los usuarios de los mismos y lo que realmente desean.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan datos del \u00faltimo estudio de Nateevo, \u2018Evaluaci\u00f3n de la fidelidad II: de la compra a la conexi\u00f3n emocional\u2019, que analiza las percepciones y expectativas de los usuarios respecto a las estrategias de fidelizaci\u00f3n en Espa\u00f1a y Latinoam\u00e9rica, la fidelizaci\u00f3n parece entrar en una nueva era donde convergen la tecnolog\u00eda, el an\u00e1lisis de datos y la empat\u00eda.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En concreto, <strong>los programas de fidelizaci\u00f3n est\u00e1n evolucionando hacia un modelo transaccional, centrado en descuentos o recompensas, hacia uno m\u00e1s emocional y experiencial<\/strong>, con usuarios que ya no solo buscan beneficios tangibles, sino tambi\u00e9n coherencia, autenticidad y una comunicaci\u00f3n que aporte valor.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De hecho, a pesar de que un 68% de encuestados afirme pertenecer a alg\u00fan programa de fidelizaci\u00f3n, <strong>solo el 29% confirma que recibe comunicaciones relevantes<\/strong>. A su vez, m\u00e1s de la mitad (53%) valora de forma positiva que las marcas incluyan juegos, sorteos o retos en sus campa\u00f1as.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El informe tambi\u00e9n observa la existencia de una fatiga de lealtad, como muestra que una mayor\u00eda ya pertenezca a cinco o m\u00e1s programas de fidelizaci\u00f3n y son menos, sin embargo, los que aseguran que los mismos les generan un apego emocional a la marca.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Con una mayor\u00eda de usuarios que est\u00e1n suscritos a cinco o m\u00e1s programas de fidelizaci\u00f3n, solo un 29% afirma que recibe comunicaciones relevantes. M\u00e1s de la mitad valora de forma positiva la inclusi\u00f3n de juegos, sorteos o retos en las campa\u00f1as. <\/p>\n","protected":false},"author":29,"featured_media":229092,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[598],"class_list":["post-229090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-experiencia-de-cliente"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los programas de fidelizaci\u00f3n, de lo transaccional a lo emotivo - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Con una mayor\u00eda de usuarios suscritos a cinco o m\u00e1s programas de fidelizaci\u00f3n, solo un 29% afirma recibir comunicaciones relevantes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=229090\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Los programas de fidelizaci\u00f3n, de lo transaccional a lo emotivo - 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