Photo courtesy of Darrell Keezer
Darrell Keezer is the founder and CEO of Candybox Marketing, a digital marketing firm with offices in the Greater Toronto Area and Halifax. Specializing in driving online conversions and conversations, Candybox Marketing excels in brand strategy, web design, search engine campaigns, social media marketing, and video advertising. Their impressive portfolio of over 400 clients includes notable names such as Turtle Jacks, Canon Canada, Gordon Food Service, Redmond Distributing, and ERB Transportation.
Recognized for its excellence, Candybox Marketing earned two Excellence Awards in Business from the Governor General of Canada. Canadian Business and Maclean’s annual Growth 500 list feature the firm for three consecutive years.
Keezer is not only a successful entrepreneur but also a sought-after keynote speaker. Pre-pandemic, he delivered up to 50 talks annually across North America for organizations such as Microsoft, the Conference Board of Canada, and the Young Entrepreneurs Conference. Known for his expertise in digital marketing and navigating the ever-changing digital landscape, Keezer is also the author of Pick Up Your Freakin’ Phone: New Rules for Entrepreneurs.
In this conversation with us , Keezer shares his insights on the evolving world of digital marketing and beyond.
Over the next five years, the evolution of digital marketing will bring significant changes. How can companies prepare to stay ahead?
The digital landscape constantly shifts, and businesses must adapt quickly to stay relevant. The next significant transformation will be a deeper integration of AI in decision-making, hyper-personalization of marketing efforts, and a stronger emphasis on authentic customer engagement. Companies can future-proof their strategies by investing in data analytics, staying agile with their marketing approaches, and continuously revisiting their brand’s value proposition to align with evolving consumer expectations. It’s not just about being present online, but about being relevant and impactful.
Candybox Marketing has built a reputation for high-conversion campaigns and customer-centric design. What is your approach to integrating creative design with measurable results?
At Candybox, we blend creativity with data-driven insights. Every design choice, from visuals to user interface, is crafted to enhance the customer journey and drive conversions. We start by understanding the customers’ needs and how they interact with content online. Then, we merge this understanding with eye-catching design elements that resonate emotionally. We continuously measure engagement rates, conversion points, and user feedback to fine-tune our strategies. It’s about making marketing not just look good, but work effectively.
With the increasing commoditization of digital marketing services, how does Candybox differentiate itself beyond service delivery?
We differentiate ourselves by building genuine partnerships with our clients, offering transparency, and refusing to cut corners. Many agencies outsource work to reduce costs, but we keep everything in-house to maintain quality and accountability. Our team is deeply involved in every process step, from strategy to execution. We also prioritize client education, empowering them to understand the “why” behind every decision. It’s not just about delivering a service; it’s about being an extension of our client’s business.
In what ways do businesses often misunderstand the power of social media, and how can they better leverage these platforms for brand growth?
Many businesses still view social media as a one-way communication channel rather than a platform for dialogue. They post content that speaks to their audience rather than to them. Social media should be about creating conversations, building relationships, and providing value through entertaining content, insightful industry tips, or customer success stories. Brands can better leverage these platforms by focusing on community engagement, actively listening to feedback, and aligning their content with trending topics that resonate with their audience.
You’ve highlighted several costly marketing mistakes companies make. What proactive steps can businesses take to audit and refine their marketing efforts?
A thorough audit of your digital marketing efforts should start with your data. Dive into analytics to see where traffic is coming from, how users interact with your site, and where they drop off. Utilize heatmaps, session recordings, and customer feedback to identify friction points in your website and conversion funnels. Also, re-evaluate your messaging and offers—are they differentiating you from competitors? Testing different approaches, such as A/B testing headlines, calls-to-action, or visual designs, can provide valuable insights into what resonates with your audience and make improvements if required.
As Candybox’s Marketing expands into Atlantic Canada, what unique challenges and opportunities have you encountered, and what lessons have you learned about scaling a business in new regions?
Expanding into Atlantic Canada has opened up opportunities to connect with new markets, but it also required us to adapt our approach to fit regional nuances. We’ve learned the importance of building local relationships and understanding new regions’ distinct needs and business environments. Scaling isn’t just about replicating what works in one market; it’s about adaptability and sensitivity to new dynamics. Our team’s commitment to personalized service and local engagement has been critical to our successful expansion.
Balancing innovative risk-taking with core business stability is vital in ventures like Launch48. What drives this approach in your leadership and entrepreneurship?
Balancing innovation with stability requires a clear vision and a willingness to experiment within calculated limits. Launch48 was born from observing a need in the market for fast, budget-friendly website solutions. We tested the concept rigorously before scaling it, ensuring it didn’t detract from Candybox’s core operations. I believe in fostering an environment where failure is a learning opportunity rather than a setback. This mindset allows us to explore new ideas without jeopardizing our established business.
The message of your book, Pick Up Your Freakin’ Phone, emphasizes direct communication in business. In an age dominated by digital touchpoints, why is this still relevant?
Despite all the technological advancements, human connection remains the cornerstone of business. Picking up the phone forces you to engage directly, listen actively, and build trust in ways that emails or social media posts can’t replicate. It’s about being proactive and making things happen through authentic conversations. Too many entrepreneurs hide behind digital channels and miss out on valuable opportunities because they aren’t willing to engage directly.
What has been the most pivotal moment in shaping Candybox’s direction, and how has it influenced your approach to business today?
A defining moment for us came when we decided to keep working in-house, resisting the industry trend of outsourcing. This choice shaped our company culture, improved service quality, and strengthened client relationships. It emphasized the value of integrity, accountability, and investing in our team’s growth. Today, this principle guides every business decision, keeping quality and client success at the forefront.
Jennifer M. Williams | Editor-in-Chief
