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Armed with a few search terms and infected by the hunting bug in their search for the unknown, they boldly make their way out into the digital jungle. Such people are driven forward by the instinct of the experienced hunter and gatherer, and have to link the search terms returned in the endless pages of results to their original references and decide, often in just a fraction of a second, whether it‘s worth pursuing the journey. Sometimes, the question has to be reformulated and posed again to the digital information universe until the royal stag is finally in full view of the virtual gun and the hunter only needs one last click

While other companies struggle with whether or not to participate you can be out in the trenches gathering fans and gaining evangelists."