Not enough to title the piece "How to Own the Consideration Phase" - this little gem is popped in half way down ... (my bold).
You're doing enough to fill the top of the funnel: It's time to focus on the consideration stage (20:48): "A lot of companies are spending too much money and focusing too much effort at the top of the customer journey for awareness and too much effort and money at the bottom trying to get people to buy again. The reality is that people are caught in this paradox of choice, and they can't actually make a decision. The biggest threat out there really isn't competitors, it's consumers' inability to make a decision.
I am more than capable of making a decision - WHEN I want to - it is not that I am incapable. Oh - and NO corporation OWNS the 'consideration phase'.
I Am My Own System of Record.
And this from a professor of marketing. No wonder we are F****D.