David Edelman is the first CMO for all of Aetna because of the second wave of digital transformation.
He was recruited “as an agent of change,” he told me, to help lead the company’s transformation into “an integrated experience” that acts as one brand. Previously, Edelman pointed out, each business line at Aetna had its own marketing head. (Edelman will speak about “Digital Transformation: In & Out,” at our upcoming MarTech Conference in Boston.)
The first wave of digital transformation, he agreed with me, was the addition of such things as email, web sites and customer relationship management systems.
We are now in the second wave when, he said, “it’s not just about going digital, but about going digital first.”
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