I have recently celebrated a birthday and was curious to note that I received almost as many emailed greetings as traditional cards. This was not as a result of my nearest and dearest cutting down on postage (or effort) but that I was getting extra good wishes from others via computer. People who had never sent me birthday greetings before, sent me an email. Nice! But how did they know?

At the FEDMA List Council meeting in London in the same week (page 6), the topic turned to just how much personal information there is floating about in cyberspace, thanks largely to profiles within FaceBook, LinkedIn, Twitter, Skype et al (page 16). Of course, marketers are not surprised that communications channels and systems do just that; communicate details (page 24). And yet, people can be cavalier and even careless about giving out sensitive data. My birth year (both the real one and the one I have . . . ahem . . . adjusted slightly), is easily traceable over the web, and that’s OK. But one list council member told how he had tried to remove a photo he was not happy to have scrutinised by all and sundry across the Internet, yet, despite all efforts, opt-outs and use of the delete button, it can still be Googled. Ethical marketers (page 19) worry about this because:

1. Scattered data can be scraped by less than scrupulous list compilers and sold on
2. Privacy advocates will get mad enough about that to eventually become furious agitators . . . and thus spur ever-increasing legislation (page 7).

So, although it is truly wonderful to see the brotherhood of Internet users linking arms around the world (and sending happy birthday messages), ultimately there will be less pleasant side-effects for consumers and, particularly, for marketers.

Among the general messages I have received recently via email was this offer (the punctuation is theirs): ‘Sally, Win a Cake Every Month for a YEAR! Imagine how happy you’d be if you opened the door to the Postman and, instead of giving you the usual bumph, he passed you a freshly-baked cake. Ecstatic!’

To be fair, it’s a free prize draw website which also offers rather bigger prizes, such as holidays and cars. But the rather inventive copy-writer talked up this prize for all it was worth, which was actually not very much. Shortly afterwards, another email arrived, this one touting tickets for ‘a fabulous comedy romp of a show with something for everybody and free cake!’

What is it with all this email cake?

Why can’t they just post me the real stuff?

P.S.

I am delighted to introduce Jamie Riddell as DMI’s new technology editor – our resident expert in all things cyber! Read his first DMI article on page 16 and view his digital DMI Extra debut here.