One thing to factor in when coming up with a strategy with business owners is the psychology of users, both that of the site owners themselves and the site users. Site owners want to have what others have or they feel that they would be lacking in comparison to their competitors.
Then there is the psychology of site consumers who feel that the site is less professional without the gizmos that another site has.
I see this all the time in relation to social media. Some sites are better suited for social media than others. For some sites social media will never be more an unnecessary time sink and money pit.