Which objective encourages potential customers to learn more about a business's offerings?

The objective that encourages potential customers to learn more about a business's offerings is the consideration objective. This phase of the marketing funnel targets users who are already aware of the brand and its products, seeking to provide them with additional information and resources that will guide their decision-making process. The focus during this stage is on increasing engagement through informative content, which can include product details, comparisons, and user testimonials.

Consideration campaigns are typically aimed at fostering a deeper understanding of how a product or service meets the needs of potential customers and addressing any questions they may have. This approach is crucial in nudging customers towards making a purchase, as it builds a foundation of knowledge that can help eliminate doubts or objections they may have.

In contrast, other objectives such as awareness primarily aim to introduce the brand and create general recognition without necessarily providing in-depth information, while conversion objectives focus specifically on persuading customers to complete a purchase. Engagement relates to interactions with content but does not directly emphasize the learning aspect of a brand's offerings.