Category Archives: Mobile

The Pros and Cons of a Headless CMS

device mockups

Should You Go ‘Headless’?

You might have heard the term ‘headless’ CMS kicking around the development world lately. It’s certainly become popular these days: as users make the switch from looking for content on a single device to juggling multiple devices all day long, companies are looking for a way to deliver their content effectively to multiple mediums across many screens. A headless CMS is one tool that can help with that task.

In this post, we’ll cover what a headless CMS is, and why it’s increasingly popular. We’ll take a look at how it stacks up against a traditional CMS, so you can weigh which kind of CMS is right for your business needs.


How is a ‘headless’ CMS different?

A headless CMS is similar to a traditional CMS, but with one key difference: the headless CMS doesn’t have a frontend, and it doesn’t handle the display component of your website for you.

Let’s break this down a little bit.

Generally speaking, a traditional CMS provides you with a few key components:

  • A way to store your content
  • A CRUD (Create, Read, Update, Delete) user interface
  • A variety of ways to display the data (a ‘front-end’).

Number three on that list – the data display function – is the traditional front-end user interface, and the ‘head’ that gets lopped off in a headless CMS. When you remove the data display function of a CMS, you’re left with a backend that handles content storage and distribution, along with a user interface for site administrators and editors to upload, edit, and manage content.

Instead of the display function, a headless CMS delivers your content through an API. So the key components of a headless CMS are:

  • A way to store your content
  • A CRUD (Create, Read, Update, Delete) user interface
  • An API to the data

What does this look like in practice?

So what happens when you take away the front-end of a CMS? The biggest difference is that a website can’t be built with a headless CMS on its own. With a traditional CMS, everything happens in one place: you can upload and edit your content, play around with how it’s displayed, click ‘publish’ and have your site appear before your eyes like magic.

A headless CMS doesn’t have the features that let you build your site. It doesn’t have site themes or templates. To use a headless CMS, you have to build a site, or app, or other experience first, then use the CMS’s API to plug your content into it.


Why are people going headless?

A headless CMS comes with a hefty dose of flexibility. Because it delivers content through an API, a headless CMS will deliver your content seamlessly to any device, in any context. When you go headless, the same backend can deliver content to an Android or iOS app, a kiosk, a virtual reality (VR) experience, or any other medium your business may require.

A headless CMS also gives you and your developers the ability to innovate quickly. With a traditional CMS, change can be clunky and time-consuming – to refresh your site, you generally need to re-implement the entire CMS. With a headless CMS, you can tweak your front-end without tweaking the backend, saving yourself time and resources.


headless CMS

Traditional vs. Headless CMS: The Pros and Cons

It can be tricky to choose between a headless and a traditional CMS. The truth is, they both have potential benefits and drawbacks.

Traditional CMS Pros:

  • They serve your entire site with one solid system that couples your content and its presentations.
  • Your container isn’t fixed – in terms of a desktop experience, it allows for customizable and resizable zones, and the ability to create unique presentations from dynamic content blocks
  • They make pricing crystal clear (you’re using one system, with one account, and one payment), which might alleviate some project management stress.
  • They have low barriers to entry for developers and content creators.

Traditional CMS Cons:

  • They create website-only content (if an API is absent); you won’t be able to seamlessly use the same content for a mobile app or kiosk, for instance.
  • They are dependent on the display layer, so there’s a limit to what kind of presentation and user experience you can provide.
  • They require developers to learn a special CMS-specific language (many developers would prefer to have the flexibility to use their favourite language).

Headless CMS Pros:

  • They separate content and presentation – this means you can choose any front-end tech you (or your developers) want.
  • They give you the opportunity to play around more with how your content is displayed; without templates and themes, developers and designers can generate unique user experiences, and easily swap content in and out
  • They make it easy to plug your content into any second- or third-screen experience, like mobile apps, kiosk, VR experiences, and other mediums.

Headless CMS Cons:

  • With a second-screen experience, your medium is fixed; unlike websites that allow for customizable zones and the ability to resize and rearrange dynamic content, a fixed medium (like a mobile app container or kiosk) is restricted to present dynamic content in a fixed zone. This means you can swap in and swap out content, but can’t customize placement or presentation much beyond that.
  • They give you another piece of the puzzle to manage – you’ll need infrastructure to set up and manage the presentation component of your site, app, or other experience.
  • They can be more expensive to implement, and the costs can get complicated (you’ll need to pay separately for the CMS, the developer, and infrastructure to run your site, app, etc.).


Wrap Up: Context is Key

As you probably noticed, the pros of one kind CMS tend to be the cons of the other, and vice versa. So the choice between a traditional and a headless CMS really comes down to your business needs.

A headless CMS is a good option if your project will be limited by the front-end restrictions of a traditional CMS. If you’re looking to create a unique user experience with complex features, or If you want to use JavaScript frameworks, headless is your best option.

Likewise, a headless CMS will serve you well if you’re creating an ecosystem of apps and websites. In this case, a headless CMS will let you deliver your content to the entire ecosystem efficienty, making it a great tool for cross-platform publishing.

But if you’re building a stand-alone website for your business, you might be best served by a traditional CMS that’ll let you quickly get your site up and running.

Questions about which CMS is best for you? Get in touch with us today.

Implementing Google Markup on Your Website

IBM search results

This is an update to an earlier version of this article. It has been edited for accuracy and comprehensiveness.

By now, you’ve likely seen rich search results popping up in Google for brands and publishers, and you might be wondering how you can get your site to appear in search results like that.

In this article, we’re going to cover how you can enable what is referred to as “Google Publisher Markup”, and why it’s valuable for your site.


What can you do with Publisher markup?

Over the years, Google has added more and more rich snippets to its search results pages.

Listicles, answers to questions, definitions, directions, instructions, company profiles, reviews, and the weather are all things that Google can now pull from content and repurpose into a search result.

Publisher markup (along with is the technical HTML implementation of this.

Publishers traditionally allowed companies to post their own information in a short bio (“meta description”) as a search result when people Googled them.

For example, here’s ours:

moveable online search results

Today, the same functionality has been expanded to include other capabilities that let you:

  • Add a searchbox to your site

washable search bar

  • Provide a specific name for your business to show up in organic search (or multiple names)
  • Submit a specific logo to show up in search results and the knowledge graph, like in the example of IBM at the top of the page
  • Add breadcrumbs
  • Add social media links to SERPs
  • Redirect people to your app instead


Why bother with markup?

Markup makes your search result easier to read and understand. It helps drive user engagement. Markup gives MOST users MOST of the information about your company they’re going to be looking for.

Dave’s Computers Search resultsFor example, imagine that you were getting your computer fixed by Dave’s Computers, but you’re going to be 20 minutes late picking it up.

Without Markup, you have to dig through three pages of the site to get a contact number.

With Markup, it’s just one click. You can even call directly from the search result for a more streamlined experience.

Second, snippets will get more important as people increasingly search via voice tools like Siri or Google Assistant. In conjunction with the project, Google is moving from telling you where to get information to providing that information themselves.

This is an important shift.

As Google becomes more of a one-stop shop, they’ll prioritize companies that make it easy for them to pull information in the form they want it. To catalyse the change, Google’s made it good for SEO, both in terms of ranking and in how your result looks in the SERPs:

  • Google My Business links your Google+ account to your search results. This ports over the information to your search results (e.g. phone numbers).
  • Enable breadcrumbs so people can see where they’re going to land before the click.


Accelerated Mobile Pages

The final benefit of using Publisher markup is integration with the Accelerated Mobile Pages (AMP) project.

It’s a system of building web pages in stripped-down HTML so they respond extremely quickly over slow connections on mobile devices. You can publish your site with AMP using a plugin if you’re using a CMS, or you can build your own AMP pages.

Either way, AMP helps your site by:

  • Providing a visual cue in the SERPs that your site is speedy on a phone
  • Letting your content into the Top Stories carousel
  • Pulling enriched snippets from your content for certain content types like reviews, recipes, music, video, local businesses, and TV and movies

NY Times AMP results


How to add Publisher markup

Fortunately, you don’t have to bother with rel=publisher links anymore.

Now, adding Publisher markup to your site is a simple task:

  1. Register your business with the search console.
  2. Configure your information like name, number, address, and hours to display exactly how you want to them too.
  3. Add a specific site name to search results using JSON-LD or Microdata.
  4. Add your logo to the knowledge graph using Microdata in your page header.
  5. Add social media links using this microdata markup in your page header.

Now, you’re set for the basics of Publisher markup.

However, there’s plenty of additional work you can do to make your site even more user (and Google) friendly.

  • Adding breadcrumbs makes it easy for people to see where they’re going before they click.
  • Adding a searchbox using markup language on your homepage reduces the clicks for users to get where they’re going.


Over to you

Now it’s over to you.

Making your site exceptionally user friendly doesn’t have to be an arduous task anymore. Google’s project, AMP, and Publisher markup present brands with unique opportunities to provide users the information they want at the click of a link. And with distinct SEO benefits as well, the opportunity cost of not being on Publisher is only going to increase.

At the end of the day, Publisher can help make your customers’ lives easier.  And no one’s ever lost business doing that.

5 Things to Make Users Love Your Website

mobile website

Providing a robust, designed user experience is hard. It’s an iterative process requiring lots of tweaking and detailing, testing and retesting to continually improve.

And while not every company has the time/resources to pour into it, these five guidelines can help improve virtually any website.


1. Get rid of drop-down menus

drop down menu

Holding a mouse over menus that keep disappearing is a surefire way to drive your users crazy.

Just stop doing it.

What’s more, the Nielsen Norman Group recommends using them sparingly because “Drop-down menus are often more trouble than they are worth.”

Here’s why:

  • They hide information and make discovering your site harder.
  • They take up too much screen space when expanded.
  • There are other alternatives that work better (e.g. endless scroll on mobile).
  • Hovering over menu after menu only to lose the whole structure at the end is outrageously frustrating.

Of course, these can’t always be avoided. In some cases, large websites are are simply too complex for drop-down menus to be avoided, and can even warrant a ‘mega menu’.

But if you can, make your users happy, and use drop down only sparingly.


2. Refine your design

Luum Textiles

Image source: Luum Textiles

Almost every single website has one or two design elements that don’t add much, but the designer/developer/approval committee/stakeholders absolutely loved. A big part of making a great site is paring back elements that don’t add much at all, so the ones that do can really shine.

A good rule of thumb is that if you can’t explain why something is on a page, then it shouldn’t be included on that page.

For example, imagine you’re designing a features page, and you want an icon at the top because it looks nice.

While it might look nice, that’s not a specific function (unless, of course, your target audience doesn’t know what features are but understands intricate iconography. Then, by all means.)

Which means it should be cut.

This sort of ruthless element assassination keeps your site lean, fast, and easy to understand – no fluff, no nonsense.


3. Hone your copy to add value


If you really want to get your users to love your website, you need to refine what you say so they’re getting the most bang for their time.

Remember: your users are people. And as a rule, people don’t have a lot of spare time. They’re busy with all sorts of other things. That’s why if you look at a graph of load time vs visitor retention, there’s a huge drop off after three seconds – people will move on to something else.

Which means your copy needs to convey exactly why they should give you the time of day, right at the very start.

Take, for example, the headline for Trello, a project management tool:

Trello headline

Trello lets you work more collaboratively and get more done.

Instantly, they tell the user:

  • What they do
  • How they do it
  • What the benefit is

All your website copy should aim to be as focused, concise, and as user-orientated as Trello’s headline.


4. Give content away for free

moveable online resources

The value of a blog is well documented. But that’s not the only content stream you have available to you to reach your users and give them what they what.

Value-add or protected content, where you get your users to give up something (usually contact information) to access it, is usually seen as a marketing trick.

And one that users tolerate, but don’t love.

The key to getting your users to love your site is to create content (even protected content) that’s so useful they’re lining up to get it. 

For example, if you produce an amazing, long, and detailed guide to solving a precise and technical problem, your users will be so grateful they’ll love your site forever, regardless of the fact they’re on your email list now.


5. Make your processes easy

Finally, the best possible thing you can do for your users is make your processes easy.

It’s as simple as that.

Whether it’s an onboarding process, an inbound sales process, or finding contact information so they can give you a call, make it easy for your users.

That’s what unites incredible user experiences and sets them apart from mediocre ones: they’re easy.

For example, if you have some value-add content, focus on what you’re asking for in exchange. How much value does it really add to ask who people work for? If it doesn’t offer much for your purposes, that’s a field you can get rid of.

This sort of micro-optimization will make your overall site easier to use, and thus, your users happier overall.



You don’t have to be Apple, or have a team of UX/UI designers on staff, to make your users love your site.

Just be refining, streamlining, and optimizing and testing over time, you can build a website that is simple, elegant, and great at what it does.

If you do that, your users are sure to love it. Guaranteed.

Have you got a thorny website that your users just can’t seem to get behind? Get in touch! We might be able to help.

The Benefits of a Hybrid Mobile App

flat design mobile phone

We all know that providing a positive mobile experience is key to business success. No matter what industry you’re in, your customers are on their smartphones – and expect your digital properties to keep up.

But when it comes to actually building mobile experiences, many companies get sticker shock at the cost of producing TWO totally native apps for both Android and iOS, and revert to a mobile web app instead.

However, while this approach of a single, cross-platform app can maximize integration, there’s no doubt that the user experience for your customers will suffer.

Fortunately, there’s another option — the hybrid mobile app.

Continue reading

5 Free Tools Every Content Manager Should Bookmark

hand with laptop in cafe

This article is part of a series on tips, tricks, and tools to help businesses better manage their content online and get the most from their content marketing strategies. Click here to view other articles on CMS Tips

In this article, we’re going to look at five tools that will help you publish better content faster than ever.


1. Grammarly

While we all know content like quizzes, videos, and photos all do REALLY well for audience engagement, the backbone of all content is going to be words. And with Grammarly, it’s easier than ever to find the right ones.

It’s a tool that runs either as a plugin through your browser or as a standalone web or desktop app, and checks your spelling and grammar for anything you’re writing.


Whether you’re posting a Facebook post through Hootsuite or uploading a blog entry through WordPress, Grammarly will interact with it and catch all your ugly typos and misspellings.

And that’s just the free version.

For the paid version ($11.66 per month, if you pay annually), you’ll get access to some nice features that look at your sentence structure, writing style, and vocabulary, making helpful suggestions as you type.

Even for the Hemingways out there, Grammarly is a key tool to keep in your arsenal. Partially, it means that you won’t embarrass yourself by using the wrong ‘your’. But more importantly, it means you can write much quicker, with less need for that second set of eyes before you hit ‘publish’. And when you’re staring down the barrel of a packed content calendar, you need every bit of speed you can grab.

And speaking of scheduling…


2. CoSchedule

coschedule demo

CoSchedule is a piece of software that makes scheduling and managing a content calendar easy.

Like Grammarly, CoSchedule works hard to integrate with as much of your existing software as possible, and especially WordPress.

So, what is it?

It’s basically a calendar app. But a really, really good one.

  • It can help you manage your content with a drag and drop calendar view (a bit like Trello cards)
  • It integrates with social media as well, so you can run your blog and social media calendars all in one place
  • You can assign tasks, set deadlines, create workflows, and build checklists for each piece of content
  • It lets you schedule and re-schedule content automatically (so you can promote something you wrote last week again)

Small teams might benefit less with the current entry price point and feature list, but where CoSchedule can add tremendous value is for teams working with several content managers, especially when contractors or freelancers are involved. The ability to share a view of what’s coming up and track multiple pieces at the same time saves oodles of project manager time and keeps your writers on track.


3. Yoast SEO

Yoast SEO is the number one SEO plugin for WordPress. Put simply, is excellent at what it does.

Yoast SEO is a plugin that overlays your standard publishing view in WordPress and automatically ‘grades’ you on your SEO for each and every thing you publish.

Yoast seo

If you set a focus keyword, it will check if you’re using it often enough and if you’re going to rank. It also helps you create an SEO-friendly title and meta-description, and includes a snippet box so you can actually see what your post will look like in a Google SERP.

But where Yoast really shines is its readability checks. It will provide a red, amber, green indicator to let you know the status for each piece of copy, letting you know how easy it is to read. Now it’s not perfect and shouldn’t be relied on completely, but it will give you a general indication of whether what you wrote is any good, or if it’s completely terrible.

Finally, Yoast SEO will help with other more mundane (but important!) on-page SEO factors like breadcrumbs, canonical tags, whether you want to set a no-follow tag, and XML sitemaps. Plus, all this is free!

You can buy the Premium version for $69 per site, which will get you more keyword help, help with internal linking, and better support, but frankly, the free version gets you a lot of the way there.


4. Gyazo

If you’ve ever tried to explain how to use a computer over the phone, you know how valuable a screengrab can be.

Gyazo is a piece of software that makes taking and keeping screengrabs quick and easy.


All you do is install the software (totally free) and you’re all set to go. Just click and capture, then you’re provided with a link that you can drop in and share wherever you want. You can even do video grabs and save them as gifs, so you can show how a button works, what a screen transition is like, or what an expanding menu will look like when it expands.

Plus, they have a Chrome extension, so you can quickly snap screenshots online as you go. There’s also an image categorization system, so you can quickly find the screenshot that you’re looking for when you want it.


5. Unsplash

Finally, we have Unsplash. Unlike these other tools, Unsplash isn’t a piece of software. It’s just a simple database of beautiful, totally searchable, free stock imagery.


via unsplash


You can use it all without violating copyright rules (although you may have to provide credit on some images) and the pictures they curate are 100% amazing. They tend to focus on big sky drone images at the moment, but their selection will change over time with changing photography trends.

For easy access to amazing stock images, bookmark this site!


Think we missed a great tool for content managers? Let us know in the comments below!

Why Responsive Design Isn’t Enough Anymore

responsive design

As we rush at an ever-increasing pace towards a mobile-first and mobile-only world, users are putting new pressures on companies to deliver unparalleled customer experiences – or else they walk. And as the demand for quality continues to grow, techniques and trends are becoming dated faster and faster.

In 2017, one of the mobile experiences on the chopping block is everyone’s old friend, responsive design.


Why did we love responsive design in the first place?

Responsive Web Design (RWD) has been around for a relatively long time now. And, until very recently, it has been the be-all and end-all of web design for obvious reasons:

  • Responsive design quickly and cost-effectively provides a fairly robust experience across all devices
  • It allows companies to manage multiple front-ends from a single backend, displaying all their content across all devices without any hitches or additional work
  • It lends itself to templating, as we’ve seen in the enormous success of RWD templates on CMSs like WordPress

And since it started back in 2001, it has kept up and continued to work relatively effectively.

However, it’s increasingly evident that the structural limitations of responsive design mean that its days may be numbered.


Why responsive design isn’t enough

New demands have pressured responsive design in a way that it has yet been able to respond to. Here are some of the pressures it faces.


Personalization – Responsive design serves the same content to everyone

Apple Watch and iPhone

The biggest problem with responsive design springs from its biggest strength – it serves everyone the same content (for the most part). If your goal is to provide the same shopping experience on a phone and a laptop, this is great.

But the problem is that many sites can actually split user needs by device. Banks, for example, probably have different user groups based on device. Primary tasks for mobile users include checking their balance and transferring money, while laptop users want information about investment and savings plans.

With other mobile solutions like apps and mobile websites, you can customize your content and site design based on what people are probably going to want to do on the site. With responsive design as it currently stands, it’s possible but requires investment.


Customization – Responsive design won’t optimize for mobile speeds

With the content is always the same, your site weight is static, regardless of what network your user is on. There’s no ‘site-lite’ option for responsive websites. What this means is that if your users are browsing on mobile networks that are historically significantly slower (although this gap is closing) then they’re going to have to load oodles of stuff – images, fonts, rich interactions, for example –  effectively slowing down the user experience. And with speed an increasingly important ranking factor for Google AND important for your bottom line, that extra wait time can cost you some serious money.


Differentitation – Responsive design can’t compete with the experience offered by apps

mobile app

This is really what the problem comes down to. The prominence of apps in the mobile world has reached a point where other online solutions like responsive design simply don’t compare. And as app development costs continue to drop, they are increasingly the first choice for mobile experience. The ability to work offline, use push notifications, leverage in-app advertising, and provide a better, more stable mobile experience all means that mobile apps offer a tantalizing option compared to mobile responsive sites.


How to save your responsive site

Fortunately, it’s not all bad. For starters, despite the problems above, responsive design (in conjunction with a robust CMS) remains a quick and effective way to get your website online and in front of users who you need to be in front of. A bad responsive mobile site is better than no mobile site.

Second, for some sites, the problems mentioned above, like displaying the same content or optimizing for mobile speeds, isn’t so important. For example, if you’re a clothing ecommerce website, you need to load high res pictures of your products regardless. While you want to optimize as quick as you can, it’s not like cutting out images is really an option for you.

Finally, apps. Yes, apps are an aggressive usurper of the RWD reign. But apps actually suffer a similar problem to RWD – they generally present the same content to everyone. As responsive design begins to leverage metadata information more, it can get to a place in 2017 where it’s showing a specific design and specific content to a specific audience. For example, if kids are using a site, it’ll be designed in bright, fun colours. Responsive design is uniquely positioned to take advantage of that sort of development – and it just might prove its saving grace.


Wrap up

Responsive design is like an incumbent leader – yes, there are some scrappy upstarts nipping at its heels, and yes there are naysayers out there predicting its timely demise. But we think that the future of responsive design isn’t so doom-and-gloom.

While RWD might lose some market share, there will always be an audience that wants a site that displays across all devices quickly and cost-effectively, and there will always be those who are looking to push the envelope on how personal you can get.

Responsive design might change, but we think it’s got another year of leadership in it.

2017 Mobile Trends: What to be Prepared For


We are always hoping to get longevity from our digital investments – and this is certainly true when it comes to mobile. Having invested tens of thousands of dollars in a new app, or geolocation, or responsive design – we don’t want to turn around to find that these features have quickly become outdated, and you are left with a lost investment.

To help you make an informed decision about where you can spend your mobile budget, we have collected the top 5 mobile trends we think will be valuable to watch for in 2017.


1. Advertising will shift to mobile apps

In 2017 we expect to see a LOT more mobile apps on offer, from all corners of the business world, especially from small businesses.

And in line with the projected growth in downloads (268 million!), we’re likely to see the amount of advertising on apps soar. What we see today is that most advertising on apps is by companies and products which are directly related to the app.

eBay advertising

Image source: eBay

For example, if you download a game, you’re going to see a lot of ads for other games.

But with advances in programmatic advertising and more robust ad buying networks, in 2017 there’s going to be significant differentiation of in-app advertising — which will lead to more marketing opportunities for enterprising companies.

After all, who’s to say the same people shopping for a new CMS don’t also love playing Clash of Clans?


2. Hidden navigation will be phased out

facebook hamburger menu

Image source: TechCrunch

This particularly optimistic design prediction comes from James Archer, the VP of sales and marketing at Crowd Favorite.

He argues (rightfully so) that the hamburger menu and other hidden navigation tools hurt UX and navigation and reckons that 2017 is the year that this specific design trope finally moves on.

While we don’t quite share his outright optimism that the hamburger menu will cave (after all, it’s been around this long) we do think we will see a shift away from hidden navigations in the most prominent mobile sites and responsive solutions.


3. App consolidation

WeChat features

For the past year, we’ve seen apps splinter into single function apps, focusing on doing one thing, really well. And the benefits are clear:

You can provide excellent micro-interactions

  • Marketing and niche targeting in a competitive apps world is easier
  • You’re really good at just one thing
  • Providing a competitive, robust app experience is easier (and easier on the wallet)

However, as we’ve mentioned, we’ve seen apps going the other way in places like China.

So what does 2017 hold?

We think that there’s going to be a move away from single-function apps and towards cross-app integration. For example, people using Uber might want to also check their flight details. Or people using Airbnb might also want to book an Uber.

It comes down to Zawinski’s Law, which states:

Every program attempts to expand until it can read mail. Those programs which cannot so expand are replaced by ones which can.

Whether this consolidation happens at a design level within apps as an expansion of service offerings, or as at a top down company consolidation (e.g. merger) remains to be seen.

But we think that there’s going to be less enthusiasm for apps that do just one thing.


Messaging apps will become a lot more robust

iMessage Apps

Image source: Apple

Like we just said, apps are going to consolidate – fewer apps, but each app does more. And nowhere is this going to be more prevalent than in messaging apps.

Again looking at the WeChat model- we think that messaging apps are best poised to bring multiple services together. They provide the most robust platform for a range of integrations, including reservations, banking apps (allowing both payments and money management), travel apps, and more.

We’ve seen this trend on iOS devices with the iMessage App Store, but its potential has not yet been fully reached yet. Expect to see much more in-message functionality becoming a staple of mobile in the coming year.


Next level responsive design

senior man using mobile phone

Finally, we think that responsive design is going to reach a new level of customization and personalization.

Specifically, we believe age-responsive design will become the new norm for the major industries. The idea of age-responsive design is pretty simple — websites appear differently depending on the age of the user. As an easy example, a website might display a larger font for user it knows are older (e.g. 65+) or it might opt for a bright and fun colour scheme for identified younger users.

With a proliferation of big data, our ability to use that for something useful, and the enormous amount of metadata we now implement and gather, we’re increasingly able to tell who is on a device at a given time.

Age-responsive design is essentially the design equivalent to hyper-accurate programmatic advertising. If you can offer age-appropriate products, it stands to reason you can provide an age-appropriate experience.



All in all, we’re excited for 2017. Better apps, more advertising opportunities, and the beginnings of developing multiple tools that will automatically deploy for the right users, it’s shaping up to be a great year for digital.

Your 2017 Digital Checklist

With 2016 now behind us, it’s a new year with a fresh budget to spend.

Here are 5 areas where we think you should be focusing your digital investment for the coming year.


1. Mobile apps – get one

Until recently, companion apps have been the exclusive purview of big chains. Irrespective of the perceived user benefits, smaller companies have seen them as just too much investment:

  • They don’t have the initial capital to build them
  • They don’t want to put up the money to maintain them
  • They don’t have the additional marketing budget needed to effectively drive downloads, making earlier investment less valuable.

Subway, Staples, Home Depot, banks – these are the types of enterprises who were getting apps for their stores – not Dave’s Groceries down the road.

But in 2017, we think this is going to change.

For starters, this trend is already underway – Small Business Trends reported that 50% of small businesses will get an app or be working towards that objective by 2017.

Second, the standard for user experience constantly increases. Pressure on all companies is higher than ever and will only be turned up in 2017. One way to stay competitive on mobile devices is with mobile app development.

Finally, mobile is increasingly the device of choice for people. Whether it’s the superfast processors in the latest smartphone or using a keyboard with your iPad Pro, the traditional computer (let alone the desktop) is becoming less important for work and play.

If you don’t have a mobile app yet, we think it is a worthwhile time to start thinking about one.


2. Start delving into location-based communication

Beacons and GPS, geo-fencing, and NFC are all examples of ways companies can use physical location to link the user to a digital experience. While these innovations have been on the books since around 2014 (especially for retail stores), the cost continues to drop, and they get easier to implement.

Currently, location-based signals are one of the best ways to provide a cross-channel experience, taking users from your brick-and-mortar locations to your online properties and back offline again.

For example, you might use geofencing technology to identify customers in your physical stores, and then be able to retarget them with email broadcasts or push notifications with new offers or messages, seamlessly blending your different marketing channels and identifying your highest value targets.


3. Optimise for AI

For the past year, there have been countless conversations about the role AI will play in our lives in the next 5-10 years. And in 2017, some brands are already rolling out ambitious AI projects. But for most companies, what we can expect is greater chatbot integration across a broad range of industries. Basically, people have become accustomed to using Siri, Alexa, and Google Assistant as an interface to engage with products and services online.

Now, it’s up to companies to meet that expectation.

To do that, there’s going to have to be a twofold investment. First, in building out back-end systems to literally talk to Siri and her friends, making your service easier for your customers to use automatically.

Second, there will have to be increased investment in content that can be optimized to pull an answer when users ask a question into Google. For example, a robust FAQ about your industry with common questions and answers, all tagged as structured data, will help users find what they want faster than ever.


4. Security

2016 saw extremely high profile hacking incidents – including for both political camps during the US election, as well as Yahoo’s massive data breach. Collectively, these events have raised consumer awareness of IT risk to new heights. We’ve reached a point now where security is a zero-sum game for online producers.

Even one hacking incident could have significant repercussions on a business, to both its economics and reputation. The new normal will have companies balancing the security of their digital properties with an effective user experience.


5. Augmented and virtual reality

Finally, augmented and virtual reality. So far, we’ve focused on things that are actionable tomorrow – most companies can turn around and start building an app or conducting a security audit right away, should they want to.

Augmented reality and VR are a bit different. Yes, the hardware appears to be mainstream enough now with multiple providers on the market. And yes, the lesson learned from Pokemon Go was that augmented reality is a whole new platform for brands to reach consumers with. We wanted to mention it because, frankly, everyone else is predicting that 2017 is the year of mass deployment for an industry that is projected to be worth $120 billion in 2020.

But there are a few things to consider before you invest a portion of your budget into VR headsets.

First, most of the early applications focus on gaming. Yes, there are some token efforts outside of gaming and digital optimists are all screeching about the various other applications, but for now the focus remains on gaming.

As for augmented reality, yes it is a new channel to reach customers. But Pokemon Go is perhaps an inaccurate predictor of future success. After all, Pokemon Go had the distinct advantage of being first to market. Plus, it was a game.

So for 2017, we think that VR and AR will see big strides. But unless you’re a gaming company, you can probably hold off investing in 2017, and instead focus on honing existing channels of communication. It will also give you time to truly think about how your business can properly leverage AR/VR in a year or two, when the technology is more commonplace and can demonstrate true value, as opposed to simply appearing as a gimmick for early adopters.



2017 is looking to be a great year for companies to refine their digital products and services, helping consumers by forging stronger cross-channel experiences, improving mobile experiences, and interacting with customers with AI in a simple, customized way.

We’re pretty excited about it.

Do you think we missed something that should be on the radar for 2017? Let us know in the comments!

Top Mobile Trends of 2016


In a recent article, we covered the rise and fall of web trends over the past year.

In this article, we’re taking a look at the various trends in mobile that we saw come into their own throughout 2016.


1. Voice-driven search

Siri, Cortana, and Google Voice search have all become a bigger part of our lives over the past year. Plus, other companies like Amazon Echo’s Alexa are showing the world that it’s not just the big search companies who can get in on the action. Voice activation has become a leader in how we choose to engage with our technology.

So it’s only natural this has begun to spill over into how people are searching for stuff online.

The shift over the past year has been away from finding the right source of information and towards the right information.

For example, in the past you might have typed into your search “best pho Toronto”, gone to a BlogTO article, read about what the top 10 best pho places were, and picked the one that was close enough and high enough up the list to satisfy your demand for good pho and your desire to avoid schlepping.

Sooo 2014.

Today, that same search would start with “OK Google! Where’s the best Pho?”

To which Google would reply…

“… the best pho place nearest you and open now is blah blah blah.” And give you directions to get there.

Do you see the difference? We’re no longer looking for where WE can get the info we want, but rather expecting that Google itself knows the answer. This fundamentally changes how we’re looking for information online, and we think this change is going to stick around for a while.


2. Superapps

WeChat features

Yes – Superapps.  Back in August, the New York Times released a video all about China’s tech world that exists within the Great Firewall, specifically focusing on WeChat, a so-called Superapp.

Essentially, WeChat has the functionalities of many different apps all rolled into one – it fills the role of:

  • PayPal
  • Amazon
  • Social networks (Facebook/Instagram)
  • Messaging apps
  • Uber
  • UberEats

And others. Naturally, this allows the collection of a tremendous amount of user information on a scale that Google and Facebook can only dream of – which is why in the back half of 2016 we’ve started to see that ‘Swiss Army knife’ approach to app design jump the Pacific and start to crop up here.

Our prediction?

This concept of superapps is too tantalizing to let go. Companies, who have been veering towards single-function will start to flow back towards complex, multiple functionalities in the hope of becoming the West’s version of WeChat.


3. Hardware is stagnating

iPhone hardware

Remember when each year brought a huge breakthrough in technical innovation? Well, 2016 has sort of bucked that trend.  The pace of innovation appears to be going through a more incremental phase right now.

Better battery life (with larger batteries), better low light cameras, a baby step towards better VR and AR, tougher screens – these are all positive innovations. But a breakthrough? We don’t think so.

One new product that we do like is the new Moto Z and it’s Moto Mods, which as you can see through it’s commercial, is taking a direct shot at the stagnant innovation in hardware. Moto Mods are similar to Google’s project Ara and might be a glimpse into the next breakthrough coming to smartphones. Who know where we ill go in 2017, but for now we’re happy that our phones can go all day and all night.


4. Mobile is transitioning off phones

Our understanding of what mobile means has changed significantly over the past year. Back when wearables were being introduced, there was an inkling that ‘mobile’ might mean more than phones.

But over the last year, that message has been drilled into us as the internet of things becomes an ever-increasing reality.

For example, earlier this year, Ford began calling itself a mobility company, focused on how its hardware (a car) integrated with various apps.

ford smart mobility

Which again, represents a fundamental change in how we think about mobile products. It’s not that Ford is making cars that integrate with apps – it’s that the language being used is the language of the app and mobile worlds. Basically, Ford is saying it is interested in how its customers use its technology first, only dealing with the hardware second.

What does this mean for companies?

The potential for mobile development is huge. Apps and devices are experiencing explosive growth and while apps on phones might be old news, the potential to leverage technology in other devices (e.g. cars) with software and hardware integrations is huge.


Wrap up for the year

2016’s been a good time for mobile trends. Our relationship with our mobile technology is better than it’s ever been, and companies are growing increasingly adept at identifying and solving sticking points with their mobile products.

Mobile’s been on point, and we are excited about what it’s going to bring in 2017.