Consideration

The Consideration stage is the second main phase of the marketing funnel (or Customer Journey), positioned immediately after the "Awareness" phase (TOFU) and before the "Decision" phase (BOFU). It is the moment when a potential customer, having become aware of having a problem, actively begins to research, evaluate, and compare the different solutions or brands available to solve it.

What it is used for / Why it is important

This phase is crucial for nurturing the lead's interest (Lead Nurturing). The goal is no longer just to attract attention, but to build a relationship of trust and demonstrate one's authority, positioning the company's offering as the ideal solution for the user's specific requirements.

When it is used / In what context it is useful

It is a central concept in Inbound Marketing and Content Marketing. It applies to users who have moved past generic searches and are now looking for specific content to help them choose: buying guides, comparisons, reviews, webinars, and case studies are typical content for this phase.

Practical Example

A user in the Awareness phase (TOFU) was searching for "tips for sharper photos". Now, in the Consideration phase, they search for "best mirrorless camera for beginners" or "camera X vs. camera Y review". They are actively considering a purchase and comparing the options.