Your colleague Shane wants to add contextual marketing to all of your company’s landing pages by the end of this month. You respond by telling Shane that this isn’t a recommended approach because:

The correct answer is that it's easy to get overwhelmed and best to start small in your efforts. Implementing contextual marketing across all landing pages simultaneously is a massive undertaking. It requires significant planning, content creation, and testing for each page and audience segment. Starting with a few key pages or a specific audience allows you to learn, refine your strategy, and demonstrate value before scaling. Some content offers are for first-time visitors, but contextual marketing can still be applied to these landing pages by tailoring the content based on referral source, location, or other available data points. It is possible to personalize multiple sections of a website or multiple pages at once, though this is part of the challenge of scaling too quickly. Visitors are generally not confused by different options on each landing page; rather, they appreciate content that is relevant to their specific needs, which is the goal of contextual marketing.