Bu-Tiffle Things Boutique: Digital Marketing Strategy

Digital Marketing Strategy

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Every successful business has a business plan in place, including a lucrative marketing strategy. Digital Marketing is one of the best ways to advertise a business and provides a better Return on Investments, or ROI, than traditional media and marketing channels.


Bu-Tiffle Things Boutique  is a women’s clothing store located in De Pere, Wisconsin. The only reason why I know about it is because I live right across the street from it. Apart from that, I had never heard of it before. About a month ago I walked in to check it out and it happens to have a lot of cute items and I ended up purchasing a few things. They recently just moved into a new location down the road, but I still don’t think it’s advertised well enough to help them attract customers and increase revenue. To help them out, I’ve created a digital marketing plan:


  • Increase Awareness
  • Target Ideal Buyers
  • Increase Revenue

Customer Influence Efforts:

We will then focus on resource allocation across the various digital marketing channels in service of the three customer influence efforts including demand generation, demand harvesting, and loyalty building. We will be focusing mostly on demand harvesting and loyalty building. Because not many people are aware of Bu-Tiffle Things’ Boutique, I want to increase awareness to attract and engage more consumers. After we get their name out there more, we will then focus on building efforts to produce repeat customers.

Channels and Tactics:

Because we are focusing mainly on demand harvesting leading into loyalty building, we will want to invest in paid search, social media advertising, and display advertising. We will want to optimize Off-Site SEO, so we’ll need to determine the weaknesses in Bu-Tiffle Things’ website link profile that is preventing it from ranking well on relative searches. From there we will create and implement a plan to earn high quality links from external sources to improve Bu-Tiffle Things’ search engine rankings on relevant searches. We won’t have to invest anything besides time and effort into their social media pages. Content will be consistent, and we will take the time to update their pages mainly to target women around the Bay Area. We will also target customers through email by offering discounts and special perks for repeat customers.

Ongoing Implementation: 

As the customer base grows, we will continue to monitor its advertising returns on paid search and update them as needed. We will make sure our social media channels are contantly being updated and our content is intriguing, eye catching and consistent. As our revenue grows, we will invest in software to that enables better customization of email content, always making sure to keep it personalized.

“Marketers need to build digital relationships and reputation before closing a sale.” –Chris Brogan, Chief Executive Officer of Owner Media Group

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Learn more about Digital Strategy by cicking on this link

Wrapping Up the Semester!

As the semester comes to a close, I’ve reflected on the many useful things I’ve learned from this class. I’m currently looking for internships this fall, and every piece of knowledge I’ve gained from this class I will use going forward, which will hopefully help me secure a job. I enjoyed learning more about SEO and paid-search marketing. I also love to expand my knowledge on social media marketing as well as online reputation management. I’ve enjoyed this class and look forward to putting all of the valuable things I’ve learned to use.

Good luck to everyone going forward!






Bu-Tiffle Things Boutique: Digital Marketing Strategy

Can I get an Email?

“Can I get an email?” This seems to be the dreaded question that every retailer asks at the check-out counter. Out of pressure, I used to just hand it over. That ended when my phone crashed because I had around 10,000 emails overflowing my inbox. I’m now a bit more selective, and only use that email address for my “marketing” mail. However, now that it’s separated from my school and work emails, I no longer find it a nuisance to scroll through my messages of deals and savings. I mean come on, who doesn’t want to save a buck?Screen Shot 2020-02-28 at 6.46.25 PM

So yes, it might be a hassle to scroll through message after message to weed out the good from the bad, but according to Callie Hinman, author at Kuno Creative, email marketing is still a successful tool, and there are some pretty great perks that you might be missing. In the article 6 Reasons Why Effective Email Marketing is Still a Useful Tool, Hinman explains why email marketing is beneficial. But do consumers share the same view? I asked around, and the I got answers varied.

Here are the responses from four people regarding their inbox:

 Examine your emails and pick one from a company.

  1. Why did you sign up for that email list?
  2. How often do you receive emails from this sender?
  3. What percentage of the emails do you look at?
  4. What was the subject line of the email and how did that entice you to open it?
  5. Overall, do you think these emails affect your buying decisions? 


Natalie, 29:

Cvs pharmacy

  1. I signed up for their rewards so I get their email.
  2. On average every other day maybe every two days. At times it’s even been daily dependent on what the email is.
  3. The subject lines differ, but I look at 0% of these emails.
  4. I haven’t opened any but looking at them now, majority are offering percentages off and other deals.
  5. No, even though I signed up to get rewards but I never purchase items because of the emails I receive because I don’t even open them.


Bryce, 24:

B&H Photo and Video

  1. I signed up for the email list to be notified when new cameras and camera gear come out.
  2. They email me at least twice a day.
  3. I probably look at about 10% of the emails.
  4. The subject of the emails is usually like 25% off a certain item which makes me want to click on it to see the good deals.
  5. Honestly, no I don’t. The only reason I say that is because I’ve never actually bought anything from any of the emails that have gotten sent to me. I usually know ahead of time if I’m going to buy something. I feel like a lot of the emails I get are misleading and just trying to get me to click on them.


“I feel like a lot of the emails I get are misleading…”


Karen, 59:


  1. They asked for my email and I gave it to them.
  2. Several times a week.
  3. 10%
  4. 29% off everything. Leap year sale. A sale on anything is enticing. I open them when I see a sale and need to go shopping.
  5. Yes and no. Majority of these marketing emails I get I ignore unless I am looking to purchase something already and that particular email can get me a deal in some way.


Timothy: 62


  1. I had to give my email when I started ordering pictures from them.
  2. Weekly
  3. I open about 5% of them
  4. The subject lines are sort of personalized in that they include “memories from…. remember this from 8 years ago…” I open those because I want to look back at the pictures from the past.
  5. It just depends if the email came at the right time and I am looking to shop or purchase something, but most of the time they all go straight into the trash.




Even though many professionals say Email Marketing is still a beneficial tool for businesses, I don’t think it’s as effective as other campaigns or techniques. Based on the conversations I had with the four individuals above, email marketing is more of an annoyance to them rather than a motivator to make a purchase.


‘What are your thoughts on email marketing? Is it outdated, or under-appreciated? Let me know your thoughts in the comments below!


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Click here for 4 Email Marketing trends you need to know for 2020

Email Marketing: Outdated or Under-Appreciated?

Can I get an Email?

Z-WHAT? ZMOT! – The Zero Moment of Truth

I would bet you one hundred dollars (hypothetically, of course… I’m a broke college student) that most of the products you are interested in purchasing, whether that be a five dollar toothbrush or a 50 thousand dollar car, you do some research on before comitting to it. With constant access to the internet, it’s so simple to look at reviews online to help a consumer make an informed decision. Doing so can save you from a regretful purchase, or on the other hand, influence you to buy it.  This is what the Zero Moment of Truth is about, or ZMOT, which “refers to the point in the buying cycle when the consumer researches a product before the seller even knows that they exist.” –Google

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Most people don’t even realize they are ‘ZMOTING’ and have never heard of the phrase. I asked four different people (men and women) some questions regarding the topic. Here is what they had to say:

1) Are you familiar with the phrase “Zero Moment of Truth”? (without looking it up) 

2) Before you go through with a purchase, do you do research on it before buying? What type of research do you do? Does it affect your purchase decisons and do you have any specific examples?

Hannah, 23: 

1) “Nope. Never heard of it.”

2) “Sometimes. If it’s a big purchase I’ve usually done some type of research. For example, I’ve been buying LOTS of backpacking gear. I watch YouTube reviews or get feedback from people in Facebook groups. It 100% affects my decisions. When investing in a $360 sleeping bag, I want to be sure I’m making the right choice.

“Now when it comes to smaller purchases (less than $100) I do less research…if any at all. I usually just browse amazon for the cheapest option. I MIGHT look at the reviews if it looks like a Chinese brand. If I’m in store, it tends to be more of an impulse buy and I do zero research at all.”

Kylie, 27:

1) “I had no idea what it was until I googled it!”

2) “I will sometimes do my research before buying, especially if it’s something I’ve never bought before. I prefer to do online shopping so reading others’ reviews on the product are so helpful for me. Matt and I have a bunch of weddings coming up we are attending so I prefer to look up reviews of hotels and Air B&B before I commit. Also, if I hear good things about a product by word of mouth like from Kenzie (sister) or my mom, I trust their judgment and buy without much research!” 

Bryce, 24:

1) “I am not aware of the phrase Zero Moment of Truth.”

2) “Yes, I usually do some research before buying something, especially if it has an expensive price tag. I research camera gear and equipment before buying it to make sure it’s exactly what I need and am looking for. Also, to make sure it does the things that I want and need it to do.”

Matt, 28:

1) “I have never heard of it.”

2) “It depends on if I can afford to make a mistake. For example, if I choose a new food item I’m not going to research it besides just looking at packaging before I try. If it’s a new couch or a new car I’m going to do my research because I can’t afford to make that mistake of picking something wrong. All of my research is online. If I can and have the time I will test the product out or ask for samples and read other consumer reviews.”

Even though 4/4 people said they were not aware of what ZMOT meant, it shaped most of their buying decisions, especially with significant purchases. The Zero Moment of Truth is what helps consumers make a more informed decision, leading to happier customers.

What are some of your ‘ZMOT’ moments? Comment down below!



Click on the link for a short video on ZMOT

“All of my research is online. If I can and have the time I will test the product out or ask for samples and read other consumer reviews.” -Matt Carbol

Z-WHAT? ZMOT! – The Zero Moment of Truth

Mobile First: The Importance of Responsive Web Design

According to Affordable Webdesign, 75% of smartphone users admit to taking their phone to the bathroom with them. Everywhere you look, and I really do mean everywhere, you see smartphones… that is if you’re not too busy looking down at yours while in the bathroom stall.

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From 2014 to 2016, 4G subscriptions went from a mere 2.7 million to 23.6 million, and by the end of 2016 mobile web usage surpassed desktop usage for the first time ever. Now as a consumer you might ask yourself, “Okay, big deal? I’m now able to access everything in the palm of my hand, that’s great for me, what’s your point?” And yes, I agree! To constantly have access to anything from your favorite store, bank account, or Netflix at the tip of your fingers is quite convenient.

“75% of smartphone users admit to taking their phone to the bathroom with them..” 

However, it’s not as simple from the business standpoint.

Responsive web design is a key factor to optimize conversion rates, which is a system used to increase the percentage of visitors to a website that then take a desired action on a webpage and hopefully, convert into customers. But with the shift from desktop to smartphone, this changes the way people browse. What might be a great layout for a desktop computer can be very frustrating if not impossible to navigate on a mobile device, which is why any site should be fully optimized for mobile platforms. The Mobile First design philosophy is concerned less with the optimal layout and presentation of content than with versatility in content presentation across device types. It states that websites should be designed primarily for mobile devices and adapted to larger screens rather than the other way around. The two reasons behind this are:

  1. A site that functions well on a mobile device will also function well on larger screens
  2. Mobile traffic has overtaken desktop traffic in volume

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How to Achieve an Easy-to-Use, Customer Pleasing Mobile Website?

  • Make Your Website Responsive

  • Make Information People Look for Easier to Find

  • Don’t Use Flash

  • Include the Viewport Meta Tag

  • Turn Off Autocorrect for Forms

  • Make Your Button Sizes Large Enough to Work on Mobile

  • Use Large Font Sizes

  • Compress Your Images and CSS

  • Allow an Easy Way to Switch to Desktop View

  • Regularly Perform Mobile Testing

    To dive further into these topics, visit HostGator


If you happened to be reading this on your phone while in a bathroom, don’t worry, i’m not judging you. Comment down below which websites could use a ‘mobile makeover’ and feel free to share your thoughts on ways they could make their website more mobile friendly! Remember: mobile friendly leads to higher conversion rates which means more money!

Visit this video to learn more about designing mobile-friendly websites



Social Sharing- YouTube Edition

There are over 1 Billion YouTube Users. 1 Billion. That’s about 1/3 of the world population that has access to the internet. Out of that billion, about 50 million of those users are creating content. With that astronomical amount, how does one channel stand out from the next? It might be different depending on who you ask, but for me there are a few aspects that make me “hit the subscribe button.”

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I am very active on YouTube. I go on it multiple times a day to watch my favorite YouTubers, to which I am subscribed to. If you don’t know what subscribed means in terms of YouTube, it means that every time they upload a video, I get a notification for it. This is critical for channels because it increases the level of engagement they get. In the YouTube World, the more subscribers you have, the more views you get, and the more money you make.

So what makes me click the subscribe button?

  • Consistency– if I am subscribing to a channel, that means I want to them to be active and uploading at least once a week
  • Relatable– I like to share similar interests, tastes, and hobbies
  • Intriguing– I want to watch someone who inspires me and who I find interesting. It’s fun to get new ideas and inspo from someone who motivates you
  • Entertaining– I love watching videos that have cool new music, unique editing, and are captivating to watch

With that being said, here are my current three favorite YouTubers.

Emma Ellingsen

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Baseline: I watch Emma Because she is hilarious

Emma Ellingsen is a Norwegian Youtuber who’s channel took off once she announced she was transgender. She usually uploads once a week (which I’m always waiting for) and basically just films her everyday life. Some videos she cooks, some videos she travels, and others she is merely cleaning her room. That might sound boring, but what makes her videos so entertaining is her humor ( I actually laugh out loud) and the quirky way she edits. Emma also has an Instagram, but I prefer watching her videos on youtube because it shows her personality.

Margot Lee

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Baseline: I watch Margot because I get inspired from her

Margot Lee is a college student at Syracuse University in New York. She mostly films her college life, but incorpates health, wellness, travel, and fashion. She consistently uploads at least once a week. What I like about Margot is that she edits her videos in a very creative, artistic way that I don’t see a lot of other YouTuber’s doing. She incorporates snippits of vlog footage with montages, and I really like that balance. I always feel inspired when I watch her vlogs, because they are in a style that I find intriguing. We share a lot of the same interests including fashion, traveling, and blogging. Not to mention we are also going for the same degree in college. Margot also has an Instagram, Facebook, and blog.

Shane Dawson

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Baseline: I watch Shane because he knows how to entertain and audience

Shane is someone who has been big on YouTube for a while, but I only just started watching him recently. I started watching him when he started making what I would like to call guilty pleasure videos, aka videos I find interesting and entertaining but at the same time I’m like did I really just spend a half-hour of my time watching that? This would include conspiracy theories and a docu-series about digging into other YouTuber’s lives and scandals. I don’t relate to him in any way, but his content is fun to watch and get’s you hooked.


Whether you want a laugh, some inspiration, or to binge watch conpiracy theories, you can find it all on YouTube. These channels are some that appeal to me, but you’ll find that every successful YouTuber has found their key to social sharing.


Social Sharing- YouTube Edition

Email Marketing: Outdated or Underappreciated?

Can I get an Email?


“Can I get an email?” This seems to be the dreaded question that every retailer asks at the check-out counter. Out of pressure, I used to just hand it over. That ended when my phone crashed because I had around 10,000 emails overflowing my inbox. I’m now a bit more selective, and only use that email address for my “marketing” mail. However, now that it’s separated from my school and work emails, I no longer find it a nuisance to scroll through my messages of deals and savings. I mean come on, who doesn’t want to save a buck?

So yes, it might be a hassle to scroll through message after message to weed out the good from the bad, but according to Callie Hinman, author at Kuno Creative, email marketing is still a successful tool, and there are some pretty great perks that you might be missing. In the article 6 Reasons Why Effective Email Marketing is Still a Useful Tool, Hinman explains why email marketing is beneficial. But do consumers share the same view?

Here are what three email users had to say:

 What makes emails interesting and worth your time to open and read?

Jessica: Substantial discounts on products I’m already in the market for. I also hate emojis in email headings.

Karen: Having a key word that catches my eye or involves something I am interested in.

Jenna: Sales and discounts at stores I shop at, especially for online shopping. A code is so easy to copy and paste, so after recieving a coupon code for a certain store, I’ll scroll through their website to see if I like anything. It makes it a lot more likely for me to go through with a purchase.

Do you ever take any action as a result of the emails? Why or why not?

Jessica: If they are relevant to what I’m in the market for and they are a good deal. I un-subscribe to companies who send email offers daily, as well as those I know only use it for advertising purposes.

Karen: Yes, if it’s something that I need or am genuinely interested in.

Jenna: If it’s a good deal and I like a product they offer.


It’s clear there are mixed feelings about email marketing, and while there are a lot of perks, what if you want to opt out? That’s where CAN-SPAM comes into play.


CAN-SPAM? What’s that?

Many people don’t know what CAN-SPAM is, let alone why it’s important. The CAN-SPAM act stands for Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003. Essentially, it is a law that sets the rules that cannot be broken, and the requirements that need to be met regarding commercial email and messages. It also gives recipients the right to have companies stop emailing them.

So, if you ever want a company to stop sending you emails, it is required by law that there must be a clear explanation on how to opt out, and if not, there is a penalty of up to $41,484.

So future marketers, heads up! Obey the following and you should be in the clear:

  1. Don’t use false or misleading header information
  2. Don’t use deceptive subject lines.
  3. Identify the message as an ad
  4. Tell recipients where you’re located
  5. Tell recipients how to opt out of receiving future email from you
  6. Honor opt-out requests promptly
  7. Monitor what others are doing on your behalf

The details on those guidelines can be found here.


If you are interested in learning more about email marketing, here is an informational video.



Email Marketing: Outdated or Underappreciated?

Your 10 MUST HAVE Travel Essentials

If you stumbled across this post, you are probably getting ready for a trip (and in that case, do you have an extra ticket?) or maybe you are just dreaming of your perfect vacation. Either way, here are my must-have tips and travel essentials for someone who likes to be prepared and pampered, whether you’re first-class or next to the bathrooms.


1) Neck pillow

I know they can look goofy, but this little guy is a life saver. Whether it’s a quick 45 minute flight or an 8 hour red-eye, this will ensure you will be able to get a solid snooze in, even if you’re stuck in the middle seat. It also relieves tension on the neck and back from uncomfortable airplane seats, so when you arrive at your destination, you will be rested and ready to go.

2) Noise Cancelling Headphones

These are a must for me. You can listen to music without worrying that the guy next to you can hear your guilty favorites, and it will cancel out any crying babies or loud engines.

3) Portable Charger

At this day in age, this one should be a no-brainer. Nothing is worse than getting on a flight with your phone at 5%. A portable charger is great for giving you the peace of mind that your phone will always have battery life, so you can take those insta-worthy airplane window pictures and listen to your favorite album while doing it.

4) Makeup remover wipes

After a day of traveling it feels so nice to be able to take off your makeup and have a fresh face. My favorite are the Neutrogena Makeup Removing Cleansing Towelettes, which are gentle on my skin and come in a mini size, so they are super easy to travel with.

5) Face mask

Whenever I travel, my skin always seems to get dry and irritated. In order to combat this, I’ve started to throw a face-mask or two in my carry-on bag. I love the Summer Fridays Jet Lag Mask, which was made specifically for travel in mind. Not only is it undetectable on the face, but it’s also a no-rinse mask. If you’re feeling a little ambitious, I love the SK-II Facial Treatment Sheet Mask. It may frighten your fellow passengers, but it will be worth it once you feel the cooling, hydrating elements work their magic on your skin.

6) Sanitizer wipes

If you think about the thousands upon thousands of people that have sat in the same seat or touched the same tray table, it can be pretty unsettling. That’s why I always carry sanitizer wipes. They’re super convenient to quickly wipe down handles or simply clean up a mess, and will kill any germs or bacteria so you can enjoy your vacation sick-free.

7) Travel toothbrush

For long travel days when I’ve been stuck in an airport or for when I have an over-night flight, it’s absolutely mandatory that I’m able to brush my teeth in order to feel clean and refreshed. You can simply buy a toothbrush cover to place over your existing toothbrush, or bring along disposable ones that have toothpaste built in. I prefer the latter.

8) Hand cream

Being up in the air always dries out my skin, so having some hand-cream on hand (see what I did there) is a must.

9) Sleepmask

If you’re like me, meaning you are quite literally the ugliest sleeper ever, it’s nice to throw on an sleepmask to block out other people’s wary stares, or your seat partners annoying reading light. I prefer a silk eye mask, which is cooling and soothing on my eyes, giving me a chance to get some peaceful sleep after a stressful day of travel. I love my SLIP Sleepmask which is natural, hypoallergenic, and allows skin to breathe.

10) Lip balm

No one likes chapped lips, and flying seems to make them even worse. Throw some of your favorite lip balm in your bag (mine is the travel size of Aquaphor) and you’re ready to go!


There you have it, my 10 travel essentials that will guarantee you a five star flight. Of course, there are always a few more items that get thrown into my carry on, but these are the things I cannot travel without.

Safe travels and Bon Voyage!


teal fujifilm instax mini camera near white ceramic mug

Your 10 MUST HAVE Travel Essentials