State of Ecommerce and Retail Marketing North America 2024 examines the challenges and opportunities shaping retail marketing in a highly competitive environment. The report highlights how brands are facing tighter budgets despite a desire to increase marketing spend, while consumers are becoming more sensitive to overly personalized advertising. It reveals that owned channels such as email continue to outperform many paid advertising efforts, making customer retention and direct engagement increasingly important. The study also identifies key challenges for marketing leaders, including effective segmentation, data limitations, and evolving customer expectations. A major theme is the growing role of artificial intelligence, which remains underutilized despite its potential to enhance perso

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