Skills—the apps of the voice world—are built to provide a particular utility for users, but they're also changing the advertising paradigm for marketers. Doug Robinson, CEO of Fresh Digital Group, a marketing agency specializing in smart speaker skills, spoke with eMarketer's Sean Creamer about the benefits of investing in a branded voice skill, which brands got it right and the future of voice. Robinson was interviewed as part of eMarketer's July report, "Marketing Beyond the Screen: Using Voice Technology to Boost Brand Engagement."
What was your motivation for breaking into the voice space?
About a year and a half ago, voice assistants started becoming ubiquitous in consumers' homes. Unlike screens that need users' full attention, voice-based skills are a multitasking utility. We're all living a 28-hour day within 24 hours, and voice-based devices can give users a piece of that time back. The opportunity to remove friction from a user's daily routine motivated us.
Fast forward to today, and we've built about 600 skills that are live on Google Home, Amazon Alexa and Microsoft Cortana.