Business Insider: Ad exec explains how brands can avoid making mistakes in voice tech

By Joe Maceda

Excerpt:

It’s inevitable that 2018 will be dubbed the Year of Voice. Google and Apple are aggressively playing catch up to Amazon in the voice-activated home assistant category. Amazon Prime households are about to outnumber cable households, so the scale is there. Add to that, 57% of smart speaker owners say they’ve already made a purchase with them.

To avoid the fate of those who created now-defunct apps in the early years of mobile, brands need to focus on these devices’ biggest potential: commerce.

They must not be sidetracked by the short-term wins that come with custom skills and light-touch activations. They’re an important step, but not the end game. This season’s hottest holiday gift is about to create the next big wave of users. And brands need to be ready.

Read the entire piece in Business Insider.