Directive Blogs

It’s natural for businesses to rely on their tools, like IT, to achieve success, but if you don’t take care of your systems, it could lead to downtime. You can bypass many of these challenges with the right approach to technology maintenance. We want to highlight some of the proactive methods you can use to keep downtime to a minimum.

Over the past few years, huge scamming operations have operated in Southeast Asia, and now they are spreading. These scams—known as pig butchering scams—cause serious harm, as in an estimated $75 billion worldwide in 2023.

With these sorts of operations spreading, let’s go over what pig butchering is. 

Being a green business is certainly not a bad thing. Not only does it help boost your company's environmental friendliness, but it can often attract customers and clients who prioritize the environment. Less mentioned, however, is how being greener can actually give your business an advantage in the right circumstances.

Welcome to Cybersecurity Awareness Month! This year, learn the ways of cyber superhumans and discover how to protect your digital world from cyber threats.

In this Micro Training, we’ll focus on phishing—a deceptive tactic used by cybercriminals to steal your personal information.

With technology becoming more mobile, the way we interact with tech has changed considerably. Now that dial-up has evolved to broadband and cellular networks have dramatically improved, technology has allowed people to become more connected than ever. Your business can improve its communications and operations with the right mobile technology.

Artificial intelligence is everywhere, and it is making data more valuable than ever. This is because AI platforms rely heavily on data to function effectively. Many platforms and services collect data from their users to fuel these algorithms. LinkedIn has recently been found to do this—by default—without properly informing its users or updating its terms of service.

“Toxic” is a buzzword that is often used nowadays, but when it is used to describe a business’ work environment, it needs to be treated with deadly seriousness.

If a workplace is a place people don’t like to be, many drawbacks will ultimately impact operations. Therefore, it is to your benefit to keep your business as positive a workplace as possible.

Let’s discuss how to tell if your company has a toxic workplace and, if so, how to resolve it.

Technology is central to most businesses, which means that security is, by proxy, central to them as well. With cyberattacks on the rise, it’s more important than ever for you and your employees to be on the same page regarding cybersecurity. Today, we are looking at four ways you can ensure sound cybersecurity practices that even the most belligerent employees can follow… with the right support in place.

Funerals are never to be taken lightly, which makes it all the worse that there are people out there willing to use these events to scam those in grief. Recently, Facebook has seen many groups that supposedly offer links to streamed funerals in exchange for credit card data, with different events being added more recently.

Both the router and modem are crucial components of any wireless network, yet many people are unsure about the distinct roles they play in a personal or organizational Internet connection. Let’s break down the function of each device and how they work together to support your network.

Cloud computing has become a common tool, especially Software-as-a-Service (SaaS). Hosted software provides robust options that make sense to all companies, including anytime-anywhere availability, scalability, and provider management of the underlying hardware. In today’s blog, we want to discuss a couple of tips people can use when working with cloud computing.

File sharing is a big deal. When you try to send your friends a meme or share a video with them and it doesn’t send… that can be extremely frustrating. When it comes to business file sharing, miscommunication can cost quite a bit. Today, we will look at two concepts in small business file sharing and how they help a small business.

One of the many tasks undertaken by the United Nations is to protect human rights around the globe while also working to create more sustainable and climate-friendly development. As such, the UN has recently taken a healthy interest in the development of artificial intelligence, hoping to develop guidelines that allow us to get the most value out of AI without creating more significant problems.

Protecting your business’ accounts is something we will advocate for on repeat. You’ll hear us tell you about complex and unique passwords and multi-factor authentication until you’re sick of hearing it. But one tool that our clients sometimes forget is the password manager—an equally useful tool that can help your business keep passwords safe and secure.

Network security is a major issue for any business that relies on password-protected systems—and who doesn’t? With so much at stake, it’s important that every user uses passwords that are not only complex and secure but also easy to remember. This month, we will discuss how the passphrase is the answer to keeping your password-protected accounts secure. 

Security awareness training is a critical process for modern businesses to undergo to have any chance of success. Unfortunately, as much as security software or policy can help, it can only do so much. You also need your team members to be on board, knowledgeable about what they need to do, and motivated to do it. 

In light of this, let’s talk about security awareness training and what it needs to involve.

Efficiency is extremely important for any business to maintain consistent revenue generation. Technology is a big part of that. Today, we’ll discuss two ways that technology can help build a more efficient business. 

Streamlining communications for small businesses can significantly boost efficiency and elevate overall performance. However, achieving this isn’t as simple as just deciding to implement it. This month, we’ll explore some key advantages that a unified communications platform can offer.

We all depend on the Internet. For most of us who have been using it since the mid-90s, we’ve seen a massive change in its use. Today, silent continuous connectivity has replaced the dial-up tones of the late 90s and early 2000s. In today’s blog, we thought we’d discuss how Internet connectivity speeds have changed over the past 30 years. 

Other than the innovative jump from tape, data backup hasn’t seen too many great leaps forward, so to speak. Sure, businesses don’t have to worry about resource-intensive manual backups anymore, but the standard approach is so rock-solid that innovation isn’t necessarily needed at this point. Today, we are exploring the backup and disaster recovery process and how modern-day solutions have made an effective tool even better.

Every business has to choose how they network their office. Most businesses choose the ease and convenience of wireless networking to allow their employees the freedom to use their mobile devices, IoT tools, and other devices. This month, we look at some of the best tips for setting up your organization’s Wi-Fi network. 

Moving is already difficult, but when you factor in your business’ IT, it becomes twice as frustrating and time-consuming. You can make it easier by preparing for the job ahead of time. Today, we want to cover what you can do to prepare for a business IT move well ahead of the scheduled date.

Nostalgia is a powerful force. It can drive us to look to the past for things we once loved, such as the music we listened to over the years. However, what if the music you loved was lost forever?

This could be the case for many, as older hard drives that archive this music have been discovered to have failed. Let’s examine the situation to see what lessons any small-to-medium-sized business can learn.

Organizational cybersecurity is more important than ever, with an increasing number of threats requiring constant vigilance. To stay ahead of these dangers, cybersecurity experts and network administrators are continuously developing new solutions. This month, we’ll highlight three key innovations that are helping businesses navigate the evolving cybersecurity landscape.

Unexpected downtime can wreak havoc on businesses large and small, which is especially bad when so many paths lead to it. Let’s explore some of downtime’s causes, and equally importantly, how it can be avoided.

AI has become a major tool all throughout the modern economy. Businesses are using technology with built-in AI, and that’s because it improves operational efficiency. Let's take a look at some of the benefits small businesses can take advantage of with AI.

Telephone systems are a crucial part of any business. Voice over IP, or VoIP, takes telephone systems one step further by making the service more accessible, flexible, and affordable for SMBs. Today, we want to highlight some of the benefits you can expect from using a VoIP system.

Collaboration is key to modern business operations, and that often involves sharing files of various sizes. Historically, sharing large files has been a challenge, but technology has made this process much easier. Here are some simple ways to share large files with your team.

Malware is everywhere on the Internet and you don’t want it. From spyware and adware to ransomware there is never anything good that comes from this malicious code. Today, we will outline a few ways you can tell that your computer, workstation, or mobile device has some form of malware on it.

Sextortion scams are scary. The scammer contacts the victim, claiming to have gotten access to their computer and captured video footage of their target partaking in some private and decidedly adult activities, as well as the content that was onscreen at the time. The threat: pay up, or I send the footage to all of your contacts.

Lately, however, hackers have added another layer of “proof” to these claims, now referring to victims by name and including pictures of their homes. Let’s walk through what one of these scams looks like and what you should do if one appears in your inbox.

Sorry for the loaded title. There’s a lot to talk about, even for those of you who don’t use or even know what Telegram is.

We’ll try to sum this up, because we think there is a lot to say about security and the nature of technology in this, and like all things these days, there’s some odd rabble-rousing about this whole series of events. Who’s up for a wild ride?

A business experiencing a network bottleneck is having a bad day, especially since the ability to share data is so important to many industries today. That said, today’s resource-intensive technologies can easily eat through an organization’s bandwidth and create these kinds of network slowdowns.

Let’s talk about what can be done to reduce these bottlenecks, if not eliminate them outright.

Online gaming is fun, but it’s not just about defeating virtual enemies – real-life cybercriminals could be lurking behind the screen.

In this Micro Training, learn about some cybersecurity risks of online gaming and tips for gaming safely.

It’s easy to put your website at the farthest corner of your to-do list, but smart business owners know that doing so could put them at a disadvantage and even get them in hot water. Let’s take a quick look at one key consideration you should make to keep yourself on the up-and-up: cookies and the laws surrounding them.

DISCLAIMER: We are not lawyers, and this is not legal advice. Seek out representation if that is what you are looking for.

Data breaches remain a constant threat, capable of causing serious disruptions for businesses and potentially creating widespread issues for customers. In today’s blog, we’ll highlight some of the largest and most impactful breaches of 2024.

Google Lens lets you do some cool things with your mobile device, even if it sometimes feels a bit niche. Google Chrome also has functionality that allows you to use Google Lens to search for anything visible in the browser. For example, it can detect images and text, or still images captured from video, to return results.

Today, we want to highlight how you can use this neat functionality!

With collaboration playing center stage for most businesses, it’s no small wonder that file sharing is such a priority for SMBs. If you want to establish solid file-sharing practices, you need the right solutions. Today, we want to explore four ways you can establish an efficient and secure file-sharing platform.

Digital storage has exploded, in no uncertain terms, over the last few decades. While hard disk drives (HDDs) were the predominant storage format for most of that time, today’s faster and hardier solid-state drives (or SSDs) are becoming more affordable and popular.

However, there are still plenty of HDDs out there, all far more prone to breaking than their more advanced counterparts. So, how can you tell when a hard drive failure is pending?

The concept of a four-day workweek has started to gain significant traction among businesses of all sizes. There's a subtle distinction between the traditional four-day workweek and the compressed workweek, however. Today, we will discuss the compressed workweek and what it means for employees.

Collaboration is at the heart of any effective business. Most organizations today are trying to make the most of their limited resources, and one of the ways to do this is with a solid collaboration strategy. Here’s how you can do the same to avoid siloing tasks and squandering your workforce’s potential.

Modern marketing is essential to any business’ operations, making it even more critical that all marketing efforts are as effective as possible. Images can play a significant role in accomplishing this goal.

Let’s talk about how you can (and should) use images and other visual elements to make your content more engaging.

Billions of people are voting in major elections this year, and cybercriminals are using advanced techniques to influence voters and steal personal information.

In this Micro Training, we share common election-related scams and ways to protect yourself.

Technology allows businesses to leverage high-impact practices, but only if that technology works the way it’s supposed to. Even simple issues with network connectivity problems, outdated technology, and cybersecurity can impact operations. The key to a successful technology deployment is understanding where potential disruptions could occur and taking measures to proactively address them ahead of time.

We have frequently espoused the benefits of data backups, referring to how critical they are should your business experience a disaster at any scale. However, there is always the concern that your backups could also be altered negatively. This is one reason that immutable backups exist.

Let’s take a few moments to examine the concept of an immutable backup and its benefits.

It isn’t a secret that working with different times in a spreadsheet can be a real pain… even if you’re just trying to add them all up. Fortunately (and a little unsurprisingly), this is because these programs have a specific function to accomplish this.

Let’s review the process you should follow in your spreadsheet program, whether you use Microsoft Excel or Google Sheets.

Businesses have to deal with a lot of different types of problems, but they often don’t see many of the issues that come from within their company. Whether this comes from hackers, disgruntled customers, or unreliable vendors, every business leader constantly deals with some type of issue. Unfortunately, sometimes these problems can come from inside your company. Today, we look at two employee issues that can potentially cause major headaches for business owners.

There’s no doubt that data is valuable. It can improve many different aspects of a business, most notably operations, customer relations, and marketing. The more data you have, the more specific actions you can take to improve your business. But it can also be a real problem if you don’t have a plan for managing it. Let’s discuss some problems your data can present and how to avoid them.

If you are a Gmail user, you might have noticed the different inbox categories available. This makes it much easier to reach “inbox zero.” With the “priority inbox,” you can achieve this feat without so much as breaking a sweat—unless you count sweat from how much you’re laughing at how easy this tip is to pull off.

As technology continues to gain prominence in healthcare, it plays an increasingly vital role. Advancements in technology have allowed the healthcare industry to stabilize costs, improve access, and personalize care delivery—objectives that were challenging in the past. These benefits come with a potential downside: data privacy issues, which are becoming more concerning as technology advances.

Have you ever considered that the biggest threat to your cybersecurity might be sitting just a few desks away?

In this Micro Training, learn about insider threats and the dangers they pose for an organization.

A business has to have people who know how to balance its spending to cover its bases and keep the company healthy. For the small business it is often a matter of choices. In this month’s newsletter, let’s go through some of the ways that keeping it simple might just be the best strategy in terms of their technology.

Your business works with a lot of vendors. Each of these vendors requires your time, energy, and resources. Do you have the assets to handle all of them yourself, or would it all be better spent elsewhere on more profitable tasks and projects? Today, we’ll highlight your business’ vendor management options.

Being scammed—in either the professional or personal sense—is a scary thought. To avoid this outcome, we must be vigilant all the time now.

Of course, it also helps to know what to look for.

Let’s take a few minutes to go over a few warning signs and red flags that something is likely a scam.

Many organizations have become reliant on cloud computing due to its cost efficiency and accessibility to computing resources. However, complications with data security often arise. One way to gain control and maintain accessibility is to use a private cloud. This article explores why a business might choose a private cloud over more affordable public cloud platforms.

Remote work has proven incredibly useful over the past few years despite many employers having various concerns about its implementation. While these concerns vary, one prevalent one is how remote operations impact cybersecurity.

If you’re utilizing remote operations to any degree and aren’t concerned about cybersecurity, you must adjust this mindset and correct your approach.

Today’s business needs to be able to share files and data securely and efficiently. This process may seem straightforward, but there are a lot of options that the business owner or manager needs to understand. In today’s blog, we look at some steps that will help you create a strong and secure file-sharing system.

Individuals and businesses alike are leaning heavily on wireless technologies to maintain near-constant connectivity. There have been many innovations in this space over the past few years. We thought we’d take a look at some of the technology that you should know about in the wireless space.

Projects are a big part of the small business model. Whether they are projects to improve organizational efficiency or productivity or projects that are completed for customers, strong project management is extremely important. Scope creep happens when a project becomes less efficient because the demands of the project keep changing. In today’s blog, we will try to define scope creep and how to prevent it from being a problem for your business.

You should always use strong passwords for each and every account. Cybercriminals don’t need to put much effort into cracking a password these days—it only takes a little software and standard computer hardware to crack millions of passwords in just a second or two.

The more complex and random a password is, the more secure it is.

But coming up with (and memorizing) complex passwords is really difficult. This trick should make it a whole lot easier.

Do you feel confident in your ability to spot a fake Wi-Fi network?

If not, this Micro Training video on evil twin attacks is a must watch!

The tech we have at our fingertips has the potential to dramatically enhance our productivity, support a great deal of creativity, and improve a person’s overall quality of life. What happens when you don't use this technology to its full potential? The answer is simple: you lose out. Let’s take a look at some of the negative effects of not using tech to its fullest.

There are plenty of risks that today’s businesses regularly deal with, particularly in terms of cybersecurity. This year, a panel of experts shared some human risk management insights at the Cybsafe Impact 2024 USA conference. Let’s review some of the topics they touched on.

Data breaches can cripple companies and can come from a lot of different directions. They can be the result of phishing attacks where your staff unwittingly gives hackers access to your business’ resources. It can come from a brute force attack where hackers use innovative tools to break into your network. It can even be the work of disgruntled employees who use their access to steal company data. This month, we want to outline the top three things you can do to keep your business from being hacked. 

With mobile devices being such a big part of doing business, It’s crucial that your business has a plan to manage them. Many times this comes with a lot of hand-wringing. One of the biggest issues is whether or not the business invests in their employee mobility or if they simply demand that they gain use of employee-owned devices. In today’s blog we’ll go through the mobile management strategies of Bring Your Own Device (BYOD) and Corporate Owned, Personally Enabled (COPE).

While your business might last into the near future, your IT is more challenging to upkeep and preserve over time. You’ll have to consider reworking and restructuring your infrastructure to ensure that it stands the test of time. Let’s review some warning signs that it might be time to do just that.

Your computer has a brain, of sorts, in its CPU… a tiny square that literally enables everything the device does, as it processes billions of instructions at a time. Of course, to support this on such a relatively tiny piece of hardware, most CPUs are packed with microscopic transistors—these transistors being small enough to fit hundreds on a single blood cell.

As you might imagine, this means things can go wrong pretty easily… and gone wrong, things have. Many newer computers are suffering from a bug that could cause permanent damage to the CPU… and if you don’t take steps fast, it could be too late.

It should come as no surprise that nowadays, a business’ information technology and security precautions are frequently tied closely together—and wisely so. Not only can today’s technology greatly augment the security a business can defend itself with, but advanced security is needed to protect the critical IT that modern businesses rely on to function.

This makes it critical that these two aspects of your business work together, so let’s go over some ways to ensure they can do so optimally.

We’re still getting more information on this, but at the time of writing this, every American can assume that their social security number has been stolen. Let’s share what we know so far.

The threat of ransomware has not diminished over the years. In fact, additional extortion techniques are making these attacks even more dangerous.

In this Micro Training, learn about what ransomware is, how damaging it can be, and the best practices for protecting your devices.

Google Workspace is an effective business platform for your productivity suite, but Google Drive on its own has some merit as a cloud storage and file-sharing platform. Today, we want to discuss how to use Google Drive to share large files.

If your business is looking to cut costs, one area to focus on is printing. While paper documents have traditionally played a significant role in business operations, they can consume a lot of office space and are challenging to manage efficiently. Let’s explore how you can reduce your printing expenses and streamline your document management processes.

Email is a hugely effective tool that you can use to boost your business’ marketing efforts, provided you use them correctly. If misused, however, email marketing can be less beneficial (or worse, actively harmful) to your business’ self-promotion.

Managing a website is a lot easier than it used to be. Over a decade ago, you used to need to use complex software to connect to and edit the HTML files of your website. Today, modern websites utilize Content Management Systems (CMS). There are plenty of platforms out there, but the two most popular are Joomla and WordPress. We’re going to compare the differences to help you make the right choice for your next website.

Network security is hard. That’s why so many businesses struggle to implement the solutions they so desperately need to stay safe and relevant. Today, we want to demystify some of these components and lay out in clear terms what your highest priorities should be for your business’ network security.

Potential data breaches are increasingly problematic for organizations, and the most common way that data is stolen is through phishing attacks. Phishing attacks are currently one of the most pervasive threats on the Internet, and you need to understand them to thwart their effectiveness against your users. Let’s explore what exactly a phishing attack consists of and some best practices you can use to defend your network against them.

Software fuels most businesses nowadays, even the small shops down the street. Depending on the size and scope of the business, however, managing software can be complex and downright unfun. Today, we want to highlight a type of tool that your business can find great value in: a software management solution.

Effective management is crucial for success. One way to achieve this is by using management software. With so many options available, how do you choose the right one? Today’s article explores the different types of management software to help you make an informed decision.

If your passwords are easy for you to remember, they may also be easy for a cybercriminal to guess using a dictionary attack.

In this Micro Training, learn about how dangerous dictionary attacks can be and how to protect your accounts.

Modern businesses—just like yours—cannot and should not operate without robust cybersecurity protections. This is a point we will emphasize at every opportunity. Let’s explore why security is so crucial and what steps you need to take to safeguard your business.

Email is a great communication tool. However, certain things are just unsafe to communicate via email.

Let’s go through a list of such things. Better safe than sorry, after all.

Every business relies on technology for at least part of its operations. This means that every business—particularly those with operations that make IT an essential part of the process—will need access to some form of IT support.

For most small and medium-sized businesses today, managed IT is the best option. Let’s discuss a few reasons why this is.

Staying optimistic can be challenging, not just in business but in life. Here’s a few ways to give your business a little more confidence in your ability to support your business.

Your business needs IT expertise, regardless of how much it is integrated into your operations. You need someone on staff who not only understands your technology, but someone who can help you make the most of it to get the leg up on competition. Today, we want to explore how you can hire the right IT professionals for your organization’s specific needs, including both hard and soft skills.

“Quit.” The q-word is (at least, in the business setting) one of the worst four-letter words someone can use… usually. In the context you probably first thought of, yes, but there are plenty of times that quitting can directly benefit your operations.

For instance, let’s say you have a project that is eating all of your resources, with no real returns in sight. What do you do then?

Cybercriminals are exploiting text messages in sophisticated CEO fraud schemes, tricking employees into revealing sensitive information or sending money under the guise of urgent requests from top executives.

In this Micro Training, learn the essential strategies to protect yourself and your organization from these increasingly common and deceptive scams.

Communication is a big part of business. It builds the collaborative space needed to efficiently get work done and provides the platform in which to handle any and all customer concerns. In today’s blog we are going to go through all the things that makes Voice over Internet Protocol (VoIP) one of the most valuable pieces of technology any organization can implement.

Productivity is the measure of which an employee and a business is judged by, and for that reason, when productivity starts to lapse at an individual or organizational level it needs to be addressed immediately. In today’s blog, we’ll go through some of the problems that an organization can see when productivity drops.

Automation has been a hot-button issue in the business world over the past few years. Many business owners have tried to find ways to automate some of their operations, while workers wonder if this strategy develops as people in the know suggest it will, they could be out of a job. We think that automation is actually a massive benefit for organizations and workers alike. This month we will go through a few tools that small businesses can easily leverage to use automation to their advantage by taking a look at some of the tools that companies depend on.

Cloud computing has become a massive benefit for modern businesses, but every company has unique needs that require tailored technology solutions. A one-size-fits-all approach can be detrimental and leave you wasting money or worse—not getting the value out of your investments. In this month's newsletter, we offer five key tips for effectively deploying cloud services in your business.

A business’ compliance with the regulations it operates under is a huge issue that many inside your organization won’t understand but has to draw some attention. Let’s look at some of the variables that go into compliance to outline just how important it is.

A disaster can strike when you least expect it. It doesn’t matter how small or large your business is; there is always the possibility that your company could have to deal with the technological fallout of a disaster. Here are four ways you can prepare for that inevitable day.

Most businesses rely on their technology. However, a failure to manage that technology can lead to significant financial waste and operational inefficiencies. One major way a business can waste money is through over-investment in unnecessary or overly complex IT infrastructure. Let’s briefly examine how companies waste their money on technology and how to identify if technology is working for your business. 

Doing business using the cloud is now commonplace, but every business is different and needs to fit its IT infrastructure to its operational requirements. This is possible, but trying to fit a one-size-fits-all solution into a complicated operational structure will cause more harm than good. In this month’s newsletter, we wanted to give five general tips to consider when you want to deploy the cloud in your business.

No matter your industry, size, or business model, satisfying your customers is crucial. Your business' survival depends on your ability to do this effectively.

To achieve this, it is essential to leverage every opportunity to deliver for your audience. One way to do this is through modern business technology, such as customer relationship management (CRM). Let's explore what a CRM is and why it's beneficial.

In recent years, several workplace trends have emerged that many employers find challenging. One such trend is "quiet quitting," where employees do only the bare minimum required to keep their jobs. A more recent trend is to "act your wage."

App stores are brimming with helpful tools and entertainment options, but hidden among these useful applications are malicious threats waiting to trip up unwary users.

In this Micro Training, learn more about the signs of suspicious apps so you can steer clear of the malicious ones and explore app stores with confidence.

Generating and capitalizing on digital leads is crucial for business success. A well-thought-out strategy to attract leads through websites, emails, and social media can significantly enhance a company's ability to create a good customer experience and grow its business. This month, we’ll examine this element of a business and give you a step-by-step guide to getting the most out of your digital marketing efforts. 

Do you have trouble keeping up with your email inbox? You’re not alone; business professionals all over the world struggle to get to the fabled “inbox zero.” If you want to change the way you manage your inbox for the better, you should consider the RAD method. It might just change your life.

The proposed ideas here come from Nick Sonnenberg, founder and CEO of Leverage.

When it comes to cybersecurity, office printers often fly under the radar. They're seen as simple, innocuous devices. It’s easy to have the mindset that there’s not much at risk—what, are the hackers going to waste some of my paper?

But here's the truth: your office printer is a potential cybersecurity risk, and a serious one at that.

Just like your computers and smartphones, printers are connected to your network. This makes them vulnerable to the same cyberthreats.

An unsecured printer can be an open door for hackers. They can use it to sneak into your business network.

In this article, we'll shed light on the overlooked aspect of office printer security. We'll also provide actionable advice on how to fortify your office printers against cyberthreats.

So, let's dive in and explore the world of office printer cybersecurity.

With technology being such a massive part of business today, many organizations are looking to use it to their advantage. One aspect of the business that is increasingly significant is their ability to stand out amongst their competition. Let’s take a look at a few technologies that can improve your organizational marketing efforts.