Fragile web approaches could get your ROI to turn on its head. This is of-course if you choose to look at it.

Every consumer interaction approach on the web has an opportunity cost (widget vs SEM vs SMO vs SEO vs Display).

Know the universe of choices available and then make the right choices, in the context of your objectives.

Be available to neutrally analyze these opportunity cost scenarios to help prevent your ROI from turning on its head.