Where change is the only constant

Singapore

DIGITAL marketer Webnatics has an unusual name. "There is no such English word," said chief executive officer Wilfred Chua, referring to the company's name, a blend of the words "web" and "analytics". But just like how its name was an invention, the self-funded company is constantly reinventing itself to create competitive advantages.

The term "webnatics" was coined by Mr Chua when he started the company in 2008 to introduce Google Analytics in search marketing for small and medium enterprises (SMEs). Back then, advertisers were starting to move towards online marketing, and online advertising budgets were growing.

Besides, "everybody searches", said Mr …