He went on listing the seven mistakes that research tells us we're making today:
1. They are too complex
2. They take too long to get to the point
3. They are ambiguous
4. They are visually bland - or, worse, ugly
5. They use Flash for the sake of Flash - not for a clear purpose
6. They are often difficult, if not impossible, to read
7. They are bereft of benefit statements
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This is why it's important to employ web analytics, optimization tools, and targeting technologies to understand the real effectiveness of your creative and campaign. And ultimately making a move to improve them.