Tag: Marketing technology

In a way, live shopping — a host on screen, holding up products during a limited time only sale — seems reminiscent of an analog past, when drowsy shoppers would lounge on the couch, flicking between QVC and HSN.  
 
But now, thanks in part to influencers who have forged an intimate connection with their fanbase, live shopping has become big business. In China, it’s “transformed the way people buy and sell.” Yet, in the West, adoption has been slower—until now. With live shopping app Whatnot reaching a staggering $5 billion valuation and major players like TikTok, Amazon, and Walmart investing heavily in the space, it’s clear that live shopping isn’t just a trend—it’s a retail transformation. Gary Vaynerchuk, CEO of VaynerMedia and marketing expert, has predicted that live shopping on social media has the potential to disrupt multiple industries. 

How Is Live Shopping Different Than Targeted Advertising? 

Live shopping rose to prominence during the COVID-19 pandemic, often with influencers taking advantage of the moment to improvise and sell their own lines or hosting DIY sales from their own closets or homes. The trend took off in China at that time, as brands partnered with influencers for high-tech, fully staged live shopping shows. Today, brands are becoming a trusted partner and producer in live shopping events, turning these moments into a key part of the marketing funnel. 

Unlike a static shopping interface, live shopping blends entertainment, real-time engagement, and e-commerce into a single experience. Instead of browsing static product pages on their own time, consumers can engage in live shopping, which allows for: 

  • Real-time interaction – Shoppers can ask questions, get live demonstrations, and see products in action before making a purchase. 
  • Entertainment value – Engaging hosts, dynamic content, flash sales and gamification, such as quizzes or flash deals based on a certain behavior, are all ways to keep consumers hooked. 
  • AI-driven personalization – Platforms like Shein and Temu use AI to tailor recommendations, offering a highly personalized shopping experience. 

The TikTok Effect: Bridging East and West 

While live shopping in the US has yet to reach China’s scale, TikTok has played a pivotal role in its growing adoption. The platform has helped introduce live shopping to Western audiences, though the trending format is expanding beyond social media-exclusive spaces. Retailers and brands are integrating live shopping into their own ecosystems, leveraging influencers, interactive features, and exclusive drops on their owned and operated platforms to drive sales. 

Live Shopping Success Stories 

1. Walmart Live 

Walmart has pioneered shoppable livestreams across TikTok, YouTube, and its own app. By focusing on niche audiences—beauty enthusiasts, tech lovers, and fashion shoppers—the retail giant has driven targeted engagement and increased conversions. Not only does Walmart Live partner with trusted influencers, but they also collaborate with legendary talent, like Dolly Parton, for marquee shopping events. 

2. Amazon Live

Amazon has seamlessly integrated live shopping into its ecosystem, particularly around major events like Prime Day. By using trusted creators and brand ambassadors, including A-listers like Jennifer Hudson and Martha Stewart to demo products in real time, Amazon has turned shopping into a tune-in event. 

3. L’Oréal 

L’Oréal has found success with tutorial-based live shopping, using AR try-ons and interactive demos to educate and convert consumers. For example, L’Oreal surpassed $1 million in sales on TikTok Shop’s Super Brand Day in the UK, surpassing expectations, and has also rolled out live shopping experiences throughout the globe. Hyper focusing on local markets can also be key for brands to optimize engagement, capitalize on cultural touchstones or moments, and utilize influencers with a large regional following.

Considerations for Brands Exploring Live Shopping 

Brands looking to enter the live shopping space can consider the following strategies: 

  • Find the right platform: TikTok, Instagram, and YouTube Live offer built-in audiences, while brands can also host events on their own platforms. High-touch, immersive content is great for industries like beauty, fashion, cookware, and home goods, where demos and try-ons can help consumers fully understand the item. 
  • Create event-driven moments: Limited-time deals, exclusive drops, and flash sales create urgency and drive immediate purchases. 
  • Maximize interactivity: Live Q&As, polls, and real-time reactions turn passive viewers into active participants. 
  • Leverage influencers: Partnering with trusted creators adds credibility and boosts conversion rates, particularly with micro-influencers who have highly engaged audiences and who excel at playing host and brand ambassador.  
  • Repurpose live content: Brands can save and repackage livestreams for on-demand viewing, social media cuts, and subscriber content to extend reach and engagement beyond the live event. 

The Future of Live Shopping 

As AI and e-commerce technology continue to evolve, live shopping is poised to become a core component of the retail experience. The brands that embrace this shift—combining real-time engagement with interactive, high-quality content—will be the ones that not only stay relevant but thrive in the new era of digital commerce.  
 
Creative Circle helps brands navigate this shift, connecting them with top-tier talent to build immersive commerce experiences or consult on the appropriate strategy. From social media optimization and video production to interactive content design and platform efficiencies, Creative Circle’s network of creative professionals ensures brands have the expertise to stay ahead in an evolving e-commerce landscape.

Looking for the talent who can help you execute a live shopping strategy? Businesses diving into live shopping opportunities are incorporating these roles to power their project teams:

  • Producer: Manages the technical aspects of the live stream, including camera work, lighting, and sound, ensuring a smooth and professional broadcast.
  • Content Creator: Develops the script, talking points, and visual content for the live event, ensuring the presentation is engaging and informative.
  • Social Media Manager: Promotes the live shopping event across various social media platforms, engages with the audience before, during, and after the event, and monitors feedback.
  • E-commerce Manager: Oversees the integration of the live shopping platform with the brand’s e-commerce site, ensuring a seamless shopping experience for viewers.
  • Marketing and Data Analyst: Tracks and analyzes metrics from the live shopping event to measure success and identify areas for improvement.
  • Marketing Strategist: Develops and implements marketing strategies to maximize reach and engagement for the live shopping event

Creative Circle has a network of over 1 million creative and marketing experts who can help operationalize online retail shopping experiences for your brand. Let’s get started.

About the Author: Anna Davies is a Creative Circle freelancer who specializes in personal finance, investing, fintech, and startups. She has worked with WeWork, Happy Money, and Haven Life —plus Fortune 500 companies such as Goldman Sachs, American Express, Citi, and Chase. Davies has also collaborated and ghostwritten for multiple New York Times bestsellers. 

In the past two years, AI innovation has swept through all facets of the marketing world, from hiring to deployment. While AI has always run in the background, now it’s become front and center, raising potential for efficiency and innovation — alongside concerns and frustrations. Employers who prioritize the intersection of human potential and technology will not only keep pace—they’ll lead.

Integrating a Human Touch in Talent Recruitment

Tech tools were supposed to make it easier and more efficient to hire best-in-class talent. And yet, both talent and employers still face frustrations over applicant tracking systems (ATS) which are used by nearly all Fortune 500 companies. LinkedIn and Reddit boards are full of stories from talent and recruiters alike, frustrated that the best talent can sometimes be overlooked, including a viral story of a manager whose own resume was rejected by the ATS, leading him to realize a code error was auto-rejecting all applicants.

Relying on applicant tracking systems alone can also open employers to vulnerabilities: AI platforms can raise bias, fairness, and equity concerns, with one hiring platform even facing a lawsuit alleging the platform’s AI-based hiring tools are discriminatory. And candidates too, can use AI tools to enhance and tailor their resumes for positions they might not be qualified for: According to one 2023 survey conducted by resume services company Standout CV, nearly three-quarters of job candidates would consider using AI tools to “embellish their resumes.”

To address these challenges, organizations should invest in hybrid recruitment models that blend AI efficiency with human oversight. This helps to ensure fairness, reduce errors, and align hiring practices with organizational values.

Having a Strong Tech POV for Maximum Results

Generative AI has significantly disrupted and impacted creative work, from ideation to execution, and the results have hit mainstream conversation. For example, an AI-made update of a classic holiday Coca-Cola commercial generated controversy, and AI integration into the popular Spotify Wrapped has also drawn mixed reactions. Ultimately, the outcome still matters, and the most successful teams in the future will likely be the ones that can integrate AI tools to boost efficiency and innovation, while using a human touch to ensure projects align with core values.

There’s also the concern over “non-authorized AI use;” Creatives who are bringing AI tools into the office without disclosure or approval, raising concerns over privacy, copyright, and more. One 2024 report published by LinkedIn and Microsoft found that 78% of workers — especially those at small and mid-size companies — are bringing their own AI tools into work, and more than half of them are reluctant to admit to using it, due to concerns that doing so might make them seem replaceable.

Employers can mitigate these risks by developing clear guidelines on how and when AI tools should be used. This not only fosters transparency but also empowers employees to leverage AI responsibly for better results.

Building a Holistic Tech-Integrated Strategy for Everyday Tasks

Tech tools can be invaluable — but it’s key that all parties feel confident using them to enhance the KPIs and goals of the department. While AI potential has only increased, new data from Slack’s Workforce Index Study has found that there has been stagnation in AI adoption, partially due to lack of training.

Marketing departments also face the problem of too much tech, not enough talent. One 2023 study found that marketers only use about one-third of their stack, partially due to a skills gap within their teams.

To bridge this divide, organizations can continue to prioritize ongoing training and bring in outside experts to maximize the stack.

Looking forward, thoughtful tech adoption can parallel alongside robust talent development. By fostering a culture of innovation and integration, employers can transform AI and tech tools into catalysts for creativity, efficiency, and growth.

hand pointing forward towards 2025 graphic

Talent and Tech: The Path Forward in 2025

Our new report, Finding the Human Edge: Where Talent Meets Technology, explores key trends at the intersection of talent and technology. With more tech advancements on the horizon, it’s clear that AI and human talent are complementary. The companies who are poised to succeed will be prepared to integrate AI efficiencies alongside human innovation.

At Creative Circle, our human recruiters identify the right candidates and teams for your marketing and creative projects. By forging transformative relationships, we ensure your pain points are solved with top-tier talent, backed by deep industry expertise. From building creative teams to evolving marketing strategies and maximizing tech stacks, we help you exceed your goals and drive meaningful results.

Given the privacy and regulatory issues endemic to the financial services industry (FinServ), it’s taken the industry a bit of time to figure out exactly how to leverage marketing technology (Martech) to reach, retain, and inform its audiences. In line with other sectors like education and retail, FinServ is investing in Martech, and it’s paying off.

What is Martech?

Martech refers to a number of digital tools companies and entrepreneurs deploy to market their products and services to consumers and other stakeholders, from bespoke project management and design software platforms to full-fledged campaign automation and customer relationship management (CRM) platforms. This category includes some of the more well-known digital advertising platforms like Google Ads/Analytics, Microsoft Advertising, Twitter Ads, and YouTube Ads, as well as CRMs such as Salesforce and Microsoft Dynamics. All of these tools serve to streamline digital campaigns, collect and analyze data, enable automated scheduling, reporting and statistics, and produce website heat maps, schedule social media content, and more. Grouped together, these platforms are known as a Martech stack.

How pervasive has Martech become? According to online software marketplace G2, the Martech solutions marketplace has grown 27.8 percent year-over-year, increasing from just over 11,000 solutions in 2023 to more than 14,000 in 2024: this reflects both the evolving complexity of marketing requirements as well as the constant innovation in the space.

If we focus in on FinServ, recent investment activity by major industry players — like Citi, Chase, JPMorgan, and their competitors — underlines the growing importance of Martech stacks in the industry.

  • In March 2024, StarTree, a cloud-based real-time analytics services company powered by Apache Pinot, announced Citi had made a strategic investment in the company. Citi uses the open-source Apache Pinot and StarTree to access trade and risk monitoring for its Markets business.
  • In April 2024, JPMorgan Chase launched Chase Media Solutions, a new digital media business. This bank-led media platform, the first of its kind, enables advertisers to send relevant promotions to around 80 million of the bank’s customers.

Implementing Martech that’s Right on the Money

FinServ’s second-most important currency is, of course, data. Thanks to strategically built and implemented Martech stacks, FinServ companies can work with vast amounts of data to gain insight into the behaviors and preferences of their customers. By adopting a data-driven strategy, these organizations can design individualized marketing campaigns for their specific audiences and deliver them via the most effective channels at the best time. And, yes, AI is a huge contributor to the data-driven results and effectiveness of FinServ Martech stacks, given its ability to analyze and process massive amounts of customer data — effectively democratizing the use of marketing technology.

Implementing Martech that’s right on the money can transform your marketing efforts to produce tangible results, but it’s important to follow the right steps. Similar to the healthcare industry, FinServ is under strict regulations and requirements when it comes to marketing, largely for the protection of investors. There are several laws governing FinServ outreach to consumers, including the Truth in Advertising Act, the Truth in Savings Act and Fair Lending Laws, among others. In December of 2020, the SEC finalized reforms under the Investment Advisers Act to modernize rules governing advertising and marketing by investment firms. Although these rules remain in place today, FinServ organizations are expected to keep up with any changes in the regulatory landscape.

FinServ companies need to invest in the right Martech strategy to be able to follow these laws while still executing marketing campaigns that perform, simultaneously maintaining a seamless ecosystem of interconnected digital marketing tools via strategic integrations to help increase adoption and effective usage. To truly optimize a Martech stack and maximize ROI, these companies need the right roadmap, and the right talent, to get them there. But what is a Martech roadmap, particularly in the FinServ space?

The Martech Roadmap: Your Path to Success

According to Gartner, a Martech roadmap helps CMOs, Marketing Operations Directors, VPs of Strategy and Innovation – and other marketing executives – communicate current and future Martech capabilities to their teams and/or throughout an enterprise. These executives can leverage their roadmaps to plan, compile business and user needs for use-case development, review and acquire new technologies, build fresh capabilities, and predict and adapt to evolving technology, potential risks, and other marketplace disruptions.

What’s the best way to start building a roadmap and begin leveraging everything a Martech stack can do for your FinServ company? You need the right people to help you put the right stack together, experts with real depth in marketing and technology who can provide your organization with the solutions it needs, such as:

  • Platform assessment and implementation
  • Business setups for Adobe Experience Manager (AEM) builds
  • Workfront-to-Workfront project management configuration
  • Integration of Workfront with Adobe Creative Cloud
  • Impeccable, on-brand, user-friendly dashboards
  • Salesforce operations, program, and project management, and administration
  • And so much more…

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Bottomline

Martech strategy is, simply put, one of the most important investments a FinServ company — or any organization for that matter — can make. Thinking about putting together a Martech stack that drives measurable ROI and turns your FinServ organization into a formidable competitor? Need a team to activate, maintain, and/or evolve it? One that understands the myriad compliance issues innate to the financial services industry from investment banking and trading services to wealth management and beyond?

At Creative Circle, we have the talent and expertise you need to effectively leverage Martech and stay at its ever-evolving vanguard. We develop tailor-made, talent-driven solutions that meet your organization where it’s at today, and we can build out teams to prepare your brand for tomorrow. In other words, we’ve got Martech expertise and consulting-level support that you can bank on.