According to the traditional playbook, these brands, known as DTCs, should struggle to carve out anything more than a niche business with their limited budgets. A decade ago, the notion that there would soon be a tidal wave of DTCs grabbing meaningful marketshare, raising huge amounts of venture capital and even going public—well, it would have sounded not only unlikely, but absurd.

Epsilon highlights LUMA CEO Terence Kawaja’s “Fire Your CMO: Marketing’s Future Will Not Resemble Its Past” presentation on how DTCs have taken an approach pioneered by software companies and applied it to more traditional goods and services.

Read the full article: Epsilon