Tends in my industry Business & Marketing Research Paper

From: Your name
To: Department Head Name
Date: _______
Subject: Current trends in our industry
Good morning. You asked me to conduct research on the current (and emerging) trends in our industry. I have completed that work and can report that our e-commerce industry is changing in some important ways, namely customization of offers, celebrity endorsement on social media, and use of augmented reality.
Here are details on the top three trends of note. First, firms in the industry are customizing offers to deliver personalized experiences to customers. The e-commerce sites are showing specific offers and product recommendations to customers based on their purchase history, browsing behavior, the demographics of the customer, and other pieces of enhanced data (Wertz, 2020). Data is at the center of customized offers, and it can be gathered using search engine tracking tools that can help an e-commerce business extract relevant personal data about its visitors. If the organization resorts to using data to customize products and services, it will deliver better experiences to customers.
Second, there is an increased use of celebrity endorsement on social media platforms. As noted in a study by Aw and Labrecque (2020), the attachment of products to celebrities boosts the credibility and attractiveness of the brand. The associated cognitive and affective perceptions significantly affect the customers’ purchase intent. The key aspect, in this case, is to appeal to the customer’s need to belong (...