Media Captain Digital Marketing Podcast The Media Captain

US Consumers spent $8.9 billion online on Black Friday, down from the record $9 billion in 2020, the forest ever year-over-year decline for eCommerce sales [source].
Traffic at retail stores on Black Friday dropped 28.3% compared with 2019 levels [source].
I ran a poll asking whether people shopped at a physical retailer after Thanksgiving and whether people made a purchase online after Thanksgiving. 
It was the fifth Black Friday sales for our in-house eCommerce company, DermWarehouse! Go behind the scenes! 
$2.9 billion. That’s the total sales of Shopify Merchants on Black Friday. That’s up 21% from 2020 and more than double their sales from 2019 [view source].
The skin care line my family developed, Park Perfection, is ranking in the top five positions on Google for the coveted search query, “Instant Eye Lift.” How'd we accomplish this? 
If you own an eCommerce store, it’s important to optimize your product pages. I wrote a blog on how to optimize your eCommerce product page.
What differentiates our eCommerce marketing and development versus other agencies? You'll find out in this podcast!
I recorded a podcast on Facebook and Instagram best practices for eCommerce brands [listen here]. Make sure you check out episode 59! 
One of the biggest eCommerce misconceptions of the holiday season is that it’s a great time to acquire new customers.
Did you know that Amazon took 19% of total spend during Black Friday weekend last year? [source]. They expect to do even more sales in 2021!

In Episode 59, Jason Parks of The Media Captain talks about the Facebook eCommerce Retargeting Strategy he set-up for DermWarehouse. This includes how to structure your retargeting based on purchasers and non purchases plus lead generation campaigns being integrated into Klaviyo. If you are an eCommerce store owner looking to improve your Facebook advertising, this podcast should help! 

Below are the 11 marketing items we cover in episode 58: 


Google is changing the name of Google My Business to Google Business Profile.
In order to understand SEO, you need to understand what Google likes and dislikes.
Broad Match Keyword Bidding can lower your cost per click and drive higher quality traffic to your site. 
If you have low quality content (duplicate and thin content) on your site, this can cause more harm than good. 
We do a deep dive into Klaviyo and combining email and text message flows 
The best things in life don't have to be the most expensive. Nike's swoosh was created in 1971 for $35. 
We discuss our love of SEMRush and where their stock price is as of this recording. 
We discuss Park Perfection, the skincare line we acquired and developed and the importance of branding. 
Jason reveals his two favorite podcasts (Outside of The Media Captain podcast, of course).
Should you be bidding on your competitors keywords? 
Internal linking experiment that worked for someone else that makes complete sense. 

Below are the 11 marketing items of the week that Jason covers in detail. You can read the entire email blast for the week HERE. 


Saks Fifth Avenue spun off their rapidly growing eCommerce division. In doing so, the company tripled its valuation at nearly $6 billion. Will this prompt a spinoff for Macy's? Activist investors are hoping the answer is yes. 
Spanx was acquired this past week for a reported $1.2 billion. Jason Parks talks about the amazing gesture the Founder, Sara Blakely, did for employees after the announcement. 
Mutts & Co. is a client of The Media Captain. Learn how TMC helped this eCommerce brand increase revenue by 143%. 
Snapchat’s stock fell nearly 25% after the company warned of slowing growth due to the recent changes in Apple’s iOS. Jason talks about the negative impact Apple's iOS 14 update is having on technology stocks. 
Interbrand revealed the Top 100 Most Valuable Brands. Jason walks through the 10 most valuable. 
There are rumors that Facebook is planning to rebrand the company with a new name. Jason discusses whether or not this is a good idea. 
I love looking at websites from the past to see how far the digital world has progressed. Jason does an analysis of the NHL's website from 1998 and how it compares to sites nowadays. 
Getting mentioned in the right media publications can increase your brand’s credibility and visibility. Jason discusses the importance of strong PR for your brand. 
From DermWarehouse's 1-year anniversary of purchasing warehouse space to speaking to Ohio State's Business School, Jason walks you through what happened over the past week. 
Media Captain recently got a positive review and Jason walks through this and talks about the importance of positive reinforcement. 
Text-to-Speech plugins are something you should consider implementing on your site, especially if you have a blog or article rich content.

What are heading tags and why are they so important for SEO? 
Google announced that mobile users will now have continuous scroll in search results. 
We're proud of the new moss wall art we had installed in our conference room!
When it comes to your social media strategy, stories add a great personal touch. 
If you’re looking to garner more reviews for your local business, I recommend looking into GatherUp.
We dive into the key local SEO ranking factors that move the needle with your GMB page. 
What is Google My Business keyword stuffing and why is it against Google's guidelines? 
Holiday retail sales and eCommerce sales are expected to surge in 2021 vs. 2020.
How much money did Joe Montana make off GitLab's recent IPO? 
Which YouTube star rented a $43,000 mansion in Los Angeles to record video content? 
What are internal links and why are they so important for SEO? 

Do you know the most popular search query on Bing? It’s “Google” [source]. In June 2021, online search engine Bing accounted for 5.56 percent of the global search market, while market leader Google had a market share of 87.76 percent [source].
Despite Google being the dominant search engine, Bing can still perform very well. 
1) TikTok, 2) YouTube, 3) Instagram, 4) Snapchat, 5) Facebook are the top 5 apps on the Apple App Store as of this podcast recording. 
New layout for Google My Business detected 
DermWarehouse, our in-house eCommerce brand, is rolling out an early Black Friday/Cyber Monday promotion this week.
The New York Times wrote a fantastic article on TikTik titled, “Will TikTok Make You Buy It?”
The majority of our team here at TMC uses Grammarly to make our emails and internal and external communication more professional. We love the tool and encourage you to check it out!
Want to improve your website and sales process simultaneously? Build a success stories section.
Internal links play a key role in developing a successful SEO campaign. I wrote a blog post on the importance of internal linking, which you can read HERE.
When it comes to your pay-per-click advertisements, you can lower your cost per click by achieving a high quality score.
HERE is a list of the 20 fastest growing DTC (direct to consumer) brands. This week, Rihanna Fenty and the Kardashian sisters own four of the 20 positions. This list is courtesy of Web Smith, Founder of 2PM.