Consideration refers to the stage in the marketing funnel when a prospective buyer is familiar with your products and/or services but is weighing the pros/cons/necessity of making a purchase.

Consideration occurs after a prospective buyer has engaged with your brand and its products/services. At this stage, the prospect may feel inclined to buy but still wish to weigh the value of the product, their need for the product, and how your product may compare to another brand in the space.

The consideration stage represents a vital crossroads in the marketing funnel. A prospect is interested; now your company must describe why they need the product/service and/or why your competitors will fall short of fulfilling their needs. Here, your company can propel a prospect directly toward making a purchase, creating a new customer in the process.