Rand Fishkin Presents The Paradox Of Exceptional Marketing At Heavy Chef

Last night (10 November 2014) was no ordinary night at Heavy Chef in Cape Town. We hosted The Wizard of Moz, Rand Fishkin who presented on The Paradox of Exceptional Marketing.

“Why is the night sky so quiet?” was the first question posed by Rand, who kickstarted his presentation by making reference to The Fermi Paradox: “the apparent contradiction between high estimates of the probable existence of extra-terrestrial civilizations and humanity's lack of contact with such civilizations.” The introduction took the audience of digital marketing professionals and SEO practitioners on an intergalactic journey back to a similar paradox that exists in digital marketing.

There are over 200 million active websites online, yet most people will only visit between 200 and 2000 (1 to 10 in a million) of those sites in their lifetime. Web users have developed ways of filtering out the daily deluge of marketing (and remarketing) messages, social network content and emails. The challenge for marketers? Becoming signal rather than noise. Rand’s presentation provides some key insights into how marketers can take companies from “invisible” to “known and loved,” online. His full presentation is available here:


Here’s what Heavy Chef guests had to say about the event: 

We’d like to thank Backsberg for treating guests to complimentary red and white wine which was thoroughly enjoyed as always. We'd also like to thank Channel Mobile for ensuring that all our guests were reminded of the event details via SMS as well as Uber Cape Town who gave first-time riders R200 off their trip to or from the event. Our thanks also goes out to GQ Magazine South Africa for providing Heavy Chef with GQ magazines for all our attendees. Lucky guest, Wouter Kritzinger tweeted the winning question for Rand and won a set of Coloud™ Knock Headphones sponsored by Microsoft SA.

The World Wide Creative team sends a massive shout out to Rand Fishkin for such an amazing event and an insightful presentation. It was an honour to host such a digital Heavy Chef.

You can join the Heavy Chef community and learn and share with us by following us on Facebook and Twitter

See you all at the next event!

Heavy Chef Is Practical Learning About Digital Marketing

At World Wide Creative, learning and sharing is at the core of what we do, and Heavy Chef is how we put this philosophy into action. Our free monthly events are collaborative platforms for South Africa’s digital community, where we host some of the top speakers and digital marketing influencers in the world. 

Sign up for our newsletter

What's With The Name?

A client once asked the World Wide Creative team: “How much of this stuff do you actually use in your own business? I ask because, frankly, I never trust a skinny chef.”

This candid comment marked the beginning of the Heavy Chef journey towards “practicing what we preach” by implementing our digital tools in our own business. 

We Train Heavy Chefs

As part of the Heavy Chef initiative, we also offer bespoke digital training and change management programmes which are tailored to increase the digital capability within your company. 

Find out more.