A report by Lee Reemsnyder
Whether or not we’d like to admit it, the coronavirus pandemic is here to stay. Since the start of 2020, the effects of this new disease have ravaged the global economy, with an estimated 300 million full-time jobs lost and numerous markets teetering on the edge of recession. While these metrics pale in comparison to the number of lives lost, they help to highlight the global nature of today’s economy.
Despite the best efforts of the World Health Organization and international officials, nearly every country has been negatively impacted by the virus. Businesses in retail, food service, and travel have been shuttered for months, leading to rising unemployment in the United States and around the world. Needless to say, there’s plenty of bad news these days when it comes to the markets.
Still, the news isn’t all bad. Those employees fortunate enough to keep their jobs are learning how to work from home, and countries around the world are starting to open back up. Life is beginning to resume, albeit with plenty of precautions. With positive progress like this in mind, let’s take a look into the history of remote work and discuss its future in the wake of COVID-19.
The History of Remote Work
Countless modern-day conveniences were developed by NASA, from camera phones to the portable computer I typed this article on. Therefore it’s no surprise that teleworking was first conceived by NASA engineer Jack Niles back in 1972. What started off as a thought experiment quickly grew, and by 1987 over 1.5 million Americans were working from home. Fast forward to 2018, and an estimated 70% of the world’s workforce were working remotely at least once per week. When used strategically, remote work provided many benefits for employers and employees alike, from increased productivity to a sense of relief during busy work weeks.
In fact, before the onset of the coronavirus pandemic, a large number of tech companies offered the flexibility of remote work as a regular perk to employees, myself included. However, as COVID-19 started to spread, the luxury of remote work quickly became a necessity. As the world’s economies ground to a halt, hundreds of millions of employees were forced to adapt to the brave new world of full-time remote work. Employees who were previously told they could never work remotely rushed to create home offices while employers struggled to ensure continuity of operations.
Adjusting to Post-Lockdown Uncertainties with Remote Work
Now that the curve has been flattened and countries around the world are starting to reopen, it’s time to get back to work. But just what will work look like in a post-lockdown world? Google and Facebook anticipate their employees will work from home until at least 2021, and companies are warming up to the idea of fully remote employees as is the case at Twitter.
As remote work continues to prove essential, I’ve outlined a few key factors I believe will separate successful organizations from the pack. In particular, AGILE remote workflows could hold the key to increased productivity. For those unfamiliar, agile methodology aims to deliver work in small, consumable increments. The goals and results are continuously evaluated, encouraging adaptability and productivity at each stage of a project lifecycle i.e. planning, execution and delivery. Before the lockdown, agile workflows have been relied upon by organizations ranging from technology startups to government agencies. Agile is a truly unique approach to project management, with a host of benefits ranging from reduced risks to increased project control. As the rise of remote work continues, keeping everyone on the same page will become more critical than ever before.
Similarly, companies that have adapted to a remote enabled model can now consider slowly adopting a dual approach – combining regular remote work with in-office workdays – when it is safe to do so. Ironically, enabling employees to return to the office two or three days per week could provide some of the same benefits that remote work initially provided before the pandemic. In a socially distant world, the opportunity to occasionally get back into the office would do wonders for employee productivity, morale, and mental health.
Is Remote Work the Future of Work?
There’s plenty of uncertainty in today’s world. At the end of the day, businesses large and small must be prepared to make the most of the current situation for however long it lasts. Furthermore, certain organizations may benefit from the long-term adoption of remote workers, even after social distancing is behind us. The popularity of remote work was increasing even before COVID-19 came onto the scene. As such, now is a great time to invest in a long-term remote work infrastructure, especially for companies interested in strengthening their future opportunities.
Enterprise-Level Data Strategy
In the past, small- to medium-sized organizations could rely on basic consumer off-the-shelf data storage solutions and never have to worry about outpacing their existing infrastructure. Fast forward to the present day, and the industry’s ongoing shift towards virtualization, software-as-a-service (SaaS) delivery models, and other cloud-based initiatives is challenging this precedent.
In today’s business environment almost every firm, regardless of their size or particular industry, is likely to outgrow their current data storage infrastructure (if they haven’t done so already). This fact is especially pressing for larger organizations that rely on data-centric business practices, such as SaaS application development and delivery or big data analyticsfor insight on proprietary information.
How Should Modern Organizations Upgrade Their Storage Capabilities?
Typically, when an organization needs to upgrade its data storage capabilities, their team will all too often jump at the chance to implement expensive Tier 1 infrastructure, which provides best-in-class performance. At first glance, this seems to be a logical approach, as today’s data-dependent marketplace calls for as much high-performance storage as possible. Right?
There is some truth to this thought process, but far too many organizations who are new to enterprise-level data management overlook (or fail even to realize) the cost-saving benefits provided by tiering their storage infrastructure. In fact, some teams will even implement Tier 1-level infrastructure solutions without paying any mind to the cost-saving benefits of layering best-in-class storage with lower performance options.
Why Consider Tiered Storage?
Upgrading data storage throughout a firm can be an intimidating task, but if approached correctly, it can pay dividends for an organization well into the future. When moving from entry-level consumer off-the-shelf solutions to enterprise-level infrastructure, implementing a tiered approach is critical.
As alluded to above, Tier 1 storage provides industry-leading performance, with benefits such as lightning-quick read and write times. However, within the context of a tiered storage infrastructure, Tier 1 options are really only suitable for business-critical applications or information. Furthermore, Tier 1 should be the go-to storage option for proprietary business information, like patents, trade secrets, or other intellectual property.
In most cases, some (or even the majority) of an organization’s data will not fall into these highly specific buckets. As a rule of thumb, when information isn’t consistently accessed or business critical, it may be a candidate for storage on Tier 2 infrastructure. Common types of information stored via Tier 2 include past financial statements, outdated customer information that has not yet met its end-of-life, or a basic backup of critical data found on Tier 1 storage.
The Benefits of Tiered Storage
Tier 1 should be reserved for information that is key for day-to-day operations or highly valuable, while more affordable Tier 2 storage should be leveraged as a way to back up important business data. Additionally, some organizations will leverage an archival layer to ensure that all of their bases are covered in the event of a data-destroying catastrophe.
This approach may seem redundant or unnecessary, yet tiering has been shown to save organizations a notableamount of money in the long run. Tier 1 infrastructure is notoriously expensive, while Tier 2 and archival-level solutions are far more affordable. When implemented in the context of a large scale enterprise IT environment, the financial resources preserved by tiering increase in a nearly exponential fashion. Needless to say, tiered storage is the way to go if your organization is looking to expand its storage capabilities.
Complimenting Tiered Storage With Hybrid Cloud
Believe it or not, it is possible to stretch the savings of tiered storage even further with the simultaneous adoption of a hybrid cloud storage model. While specifics vary from one implementation to the next, hybrid cloud approaches typically involve a mixture of on-premises, private cloud, and third-party public cloud services. This unique combination of storage solutions offers modern enterprises an innovative way to upgrade their infrastructure while at the same time cutting costs.
Better yet, hybrid cloud serves as a great way to improve upon traditional implementations of tiered storage approaches. Combining the ideas underlying tiered storage approaches with the modern infrastructure provided by hybrid cloud models allows enterprise-level customers to compound their savings while adopting cutting-edge technology.
Specifically, hybrid cloud can be leveraged to deploy an on-premises private cloud to store sensitive or highly utilized information, while a third-party public cloud can be utilized to store less critical information. In other words, on-premises private cloud epitomizes the concepts behind Tier 1 storage, while third-party public cloud options capture the essence of Tier 2, which underlines the fact that hybrid cloud is the best available method for implementing enterprise-level tiered storage.
The Need for Balanced Data Management
Bold & Balanced
Regardless of where you look these days, one thing has become abundantly clear: cloud-based storage solutions represent the future of enterprise-grade data centers. After all, why should a small business go through the hassle of setting up a small on-premises data center when they can easily store all the information, they’d ever need off-site in a data center hosted by a reputable company.
This argument sounds enticing, and indeed cloud-storage is on a rapid growth trajectory, with major consumer-grade cloud solutions like Google Drive and OneDrive increasing in popularity every day. Yet, the dawn of the cloud-based era is hiding an underlying secret that even industry-leaders are trying to push out of mind. Despite the convenience that cloud-based solutions provide, many are inherently dangerous and insecure in their current iterations – with everything from malicious security breaches to accidental cloud
So, if the cloud is not yet the impenetrable, end-all, be-all of data storage, does this mean that your firm should completely abandon it? Well… it depends. If your company works with highly-confidential customer data, such as is the case throughout the healthcare industry, then now might not be the right time for a cloud solution. However, most businesses can benefit from dual use of on-premises and cloud-based storage solutions to make their information more secure and foolproof than ever before.
The Argument for Traditional Storage: SSD | HDD | Tape
Many of us know of a saying that states, “if it ain’t broke, don’t fix it.” While it may seem silly to bring such a candid statement up in the serious context of data management, this old adage can provide some valuable insight into the world of on-premises storage. Cloud-based storage solutions may be skyrocketing, both concerning popularity and number of terabytes housed, but it is not always best to trust bleeding-edge technology with the critical information your business relies on the most.
Instead, why not leverage tried-and-true storage technologies like Flash/SSD, HDD, and Tape to store the information that is absolutely critical for your firm to protect in a local data center. These information technologies have a great track record, with modern
Utilizing these veteran solutions could allow for your business to create their own on-premises data
On-Premises Storage + Thoughtful Cloud Use = Today’s Best Option
Before we continue, let’s take a moment to clarify one point. While cloud storage certainly has it’s downfalls today, it can be blended into an environment as an exciting and innovative technology that has the potential to improve how small and medium-sized businesses go about data management.
With such thoughts in mind, pairing a small local data center as described above with the thoughtful adoption of cloud-based technologies has the potential to improve the resiliency of your company’s data storage practices. While an on-premises solution is the best option for confidential information that may require immediate access, it is important to realize that even the most popular storage solutions will fail every once in a while.
Offsite Backup | Data Resiliency
As such, creating a separate offsite backup of critical business information through utilization of an air gap technology product (Spectra Logic’s certified tape library) can allow for an added layer of protection if an unforeseen event such as an office fire, water damage, or massive systems failure compromises the local copy stored in an on-premises solution. Such practices are a good sight for the average business and help to ensure that cost savings and data resiliency are able to go hand-in-hand when implementing this unique data storage strategy.
Overall, it is encouraged that your company looks into the possibility of paring a local data center solution with the thoughtful implementation of cloud storage. While cloud storage is an exciting new trend, in many ways, it is still untested, and therefore should not be relied on as a primary means of storing business essential documents and information.
Executive Success | Channel Partner
Hyperlinks/References
Security breaches – https://blog.storagecraft.com/7-infamous-cloud-security-breaches/
Cloud misconfiguration – https://doublehorn.com/cloud-misconfiguration-cloud-security-risk/
Skyrocketing – https://www.cloudwards.net/10-reasons-why-online-storage-is-really-hot-right-now/
Modern HDDs – http://www.steves-digicams.com/knowledge-center/how-tos/photo-software/eight-reasons-to-get-an-external-harddrive.html#b
Purposeful Content | Separate Your Brand’s Message From The Pack
Regardless of the product, service, or industry that your firm specializes in, businesses from all corners of the globe are falling victim to the same issue. Thanks to the growth of cutting-edge digital marketing strategies like social media and targeted web advertising, an environment of information overload is leading many consumers to seek more from the content they choose to consume.
In fact, recent market research suggests that customers are now more inclined than ever before to consume content that promotes values like social responsibility, with just over 70% of Millennials admitting that they are more likely to utilize the products and services of firms that tout themselves as socially or environmentally conscious brands.
With such trends in mind, it should go without saying that brands hoping to remain competitive well into the future should start striving to develop strong feelings of customer loyalty among younger demographics such as Millennials and Generation Z. However, this realization leads to many questions, mostly surrounding how brands should approach the delicate task of intertwining political and societal issues into their current marketing strategies.
While numerous effective strategy approaches can separate your brand as a socially-minded organization, some are more effective than others. As such, I’d like to discuss a few strategies that allow for brands to naturally transition their content towards socially-minded initiatives.
Leverage Micro-Influencers
A recent survey by Nielsen concluded that over 90% of customers trust information about a brand more when it appears to come from natural peer-to-peer word of mouth. This trend may sound startling to organizations who have implemented strategies that are heavily reliant on social influencer content – yet, there is no need for concern. Transitioning the focus of your brand’s campaign from traditional social influencers to micro-influencers, who are typically everyday Instagram users with a following of 5,000 or more, can provide many of the benefits of traditional influences while making your brand feel more down-to-earth and approachable. In fact, the rise of micro-influencers represents an opportunity to leverage a new breed of Instagram marketing affiliates, many of whom are already self identify as promoters of important societal causes.
Drive Customer Interaction Through Corporate Action
It may seem counterintuitive, and even a bit risky, but one of the most effective ways to align your brand with a societal or economically minded strategy is to implement some form of public, organization-wide action. There have been numerous implementations of this strategy, ranging from Nickelodeon’s unprecedented action of taking their television network offline for 24-hours to promote a “Worldwide Day of Play” to REI Co-op‘s tradition of forgoing Black Friday profits to promote the importance of taking a day off to enjoy the great outdoors.
While both of these initiatives were viewed as a risky strategy at the time, they resulted in the opportunity for these brands to strengthen their corporate images while promoting #impactful initiatives that their leadership cared about deeply.
Evoke Emotion With Curated Content
The reality of today’s marketplace is hard for many businesses to grasp, yet stunningly simple. At the heart of most purchasing decisions, consumers are not just looking for a product: they’re looking for an emotional connection. Think of Coca-Cola, one of the most popular soft drink brands in the world. When one watches their expertly crafted advertisements, they can’t help but feel a warm, emotional connection to the brand itself.
What would be another sugary soft drink suddenly becomes a key component and centerpiece to some of life’s most significant moments. Coca-Cola does offer a superior product (please accept my apologies, Pepsi fans), but their timeless popularity would not be possible without their innovative, emotionally-charged advertisement strategy.
Developing Customer Loyalty Is A Marathon, Not A Sprint
In my experience, there are a number of effective approaches to that will help to guarantee increased customer loyalty for your brand well into the future. While many of these approaches could be implemented overnight, your brand has the opportunity to approach developing a socially and mindful strategy at its own pace.
As technology continues to disrupt the ways that companies deliver advertising for products and services, I am confident that the number of potential customers that your company could assist will continue to increase rapidly, regardless of industry or geographic location. With such changes in mind, marketers should rest assured knowing that your team can approach content strategies however you would like, as long as the fundamental tenets of delivering value to customers while developing an emotionally-charged connection in the process are satisfied.
Sources Reference/Internal Hyperlinks:
Information overload – https://www.ionos.com/digitalguide/online-marketing/online-sales/information-overload-too-much-advertising/
Social responsibility – https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/22/communicating-brand-social-responsibility-tips-for-success-and-pitfalls-to-avoid/#53fc16023842
70% – http://www.conecomm.com/2017-cone-communications-csr-study-pdf#page=6
Worldwide Day of Play – http://www.worldwidedayofplay.com/
REI Co-op – https://www.businessinsider.com/rei-ceo-closing-on-black-friday-smart-business-move-2018-10
Advertisements – https://www.youtube.com/watch?v=ybRXPWdZHxw