Each new day brings new information. While big data has been an industry buzzword for some time, it's the wealth and sophistication of tools out there that is making data a more valuable asset to marketers. According to IAB, the time spent online per person is almost three hours per day, with each minute racking up more and more consumer data. Marketers need to make sure this information is stored intelligently so it can be used effectively to drive ROI. Investing in a smart one-stop storage solution is the way forward, and something marketers cannot ignore. Not only does it provide a safe for important information, it also helps address many marketing priorities. Here's why storage is important.

A better bottom line

The bottom line is key to any business, marketing included. Squeezed budgets shouldn't compromise standards, and storage is no exception. Ask many marketers about IT teams and they'll agree that more resource is needed. IT teams are reducing but the need for their skill to navigate complex environments isn't. Marketers need to focus on bridging the gap between the IT and marketing teams, and employing single storage architecture is the ideal place to start. Fewer human resources are needed, reducing expenditure and improving investment.

Streamlined solution

There's no denying we live in a tech-fast world. With new products and software launching every day and existing ones updating just as often, it's easy to feel overwhelmed. The trick to enhancing new technology is transforming old, aging storage silos into one. A streamlined solution delivers high performance and high capacity, not one or the other.

The University of Bristol recognised that it needed a storage solution that wouldn't outgrow its development. As its bandwidth requirements grew, the university decided to make the move towards a hybrid storage solution, combining hard-disk and solid-state technology. The new system offers a quicker, more manageable solution, future-proofing the institution’s continued growth.

Today's storage solutions give marketers the flexibility to handle information from multiple sources in one place, boosting efficiency and productivity. Marketers operate not just nationally, but internationally, and it's crucial teams know where to find information to perform their work.

Performance at scale

Marketers need tools which complement and enhance their work, not ones which disrupt. The latest iteration of storage can work at scale without disruption to match the activity in question. For example, LUSH Cosmetics has expanded rapidly and needed storage to match its growth. It invested in one of the leading storage solutions, Nimble, after outgrowing systems it predicted would sustain several years' growth in just six months. Since making the investment, it has been able to scale according to growth, safe in the knowledge it will sustain future development.

On first glance storage may not appear a key priority for marketers. But on digging a little deeper it soon becomes clear it ticks a lot of boxes. Reducing unnecessary expenditure, scaling to gradual and rapid growth and streamlining solutions are invaluable to any marketing team. It's time for marketers to get to grips with technology to achieve the ‘ta-da’ from their data and enjoy the benefits it will inevitably bring.

 

By James Foulkes, director & co-founder, Kingpin

 

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