Using comedy in b2b advertising offers a new hook

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Media Business

Consumer marketers have long used humor to get their messages out. By comparison, most business marketers—with a few notable exceptions—generally tend to play it safe. Tim Washer, senior marketing manager at Cisco Systems, thinks b2b companies should give serious thought to using comedy in their marketing efforts.

“Consumer brands get away with being ridiculous all the time and that’s fine,” he said. But with the proliferation of social media, “it doesn’t matter if [the audience] is b2b or consumer. They’re people. … I think there’s more room for humor in b2b.”

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