The Future of Webinars: Trends and Innovations to Watch in 2025 and Beyond
Webinars have come a long way from being simple online presentations. In the post-pandemic digital era, they’ve evolved into a cornerstone of virtual communication for businesses, educators, and entrepreneurs alike. As technology continues to develop rapidly, webinars are becoming more immersive, intelligent, and interactive than ever before.
In this article, we explore the key trends and innovations shaping the future of webinars and what you can expect in 2025 and beyond.
1. AI-Powered Personalization
Artificial Intelligence is revolutionizing how webinars are created and experienced. With AI, hosts can now:
- Auto-generate webinar outlines and scripts based on topic and audience data.
- Analyze real-time engagement, helping presenters adapt their delivery on the fly.
- Personalize content suggestions post-webinar based on attendee behavior.
- Use AI chatbots to assist with Q&A during and after the session.
AI doesn’t just make webinars smarter—it also saves time and enhances the user experience with tailored content.
2. On-Demand, Interactive Webinars
The demand for flexibility continues to grow, and on-demand webinars are rising in popularity. However, these aren’t just recorded replays—they’re becoming interactive.
Modern tools allow for:
- Simulated live webinars where pre-recorded content is played with live chat and polls.
- Interactive elements like clickable CTAs, embedded quizzes, and personalized content paths.
- Adaptive experiences where users choose the direction or topic of the session, much like a “choose your own adventure” story.
This hybrid of video and interactivity is ideal for busy professionals who want convenience without sacrificing engagement.
3. Augmented Reality (AR) and Virtual Reality (VR)
Webinars are entering the 3D immersive space through AR and VR. These technologies allow for:
- Virtual conference environments with digital stages, breakout rooms, and networking lounges.
- AR-enhanced product demos, especially useful for hardware, fashion, or real estate presentations.
- VR classrooms and training modules where learners can interact with their environment in real time.
As hardware becomes more affordable and internet bandwidth improves, expect VR-powered webinars to become more mainstream.
4. Greater Focus on Accessibility and Inclusivity
Webinar platforms are prioritizing accessibility features to ensure inclusive participation. This includes:
- Real-time captioning and translation to accommodate global audiences.
- Keyboard navigation and screen reader compatibility for visually impaired users.
- Multiple language support and region-specific scheduling for global brands.
Inclusivity isn’t just a legal requirement—it’s also a smart strategy to expand your reach.
5. Deeper Integration with CRMs and Marketing Automation
In the future, webinars will be more tightly woven into the sales and marketing ecosystem. Platforms will offer:
- Seamless integration with CRM systems like Salesforce or HubSpot.
- Automatic lead scoring based on attendee engagement.
- Instant trigger-based emails post-webinar (e.g., sending a demo link to viewers who asked a specific question).
- Data-rich attendee profiles for personalized sales outreach.
These integrations make webinars more actionable and results-driven for businesses.
6. Short-Form and Micro-Webinars
As attention spans shrink, the trend of short-form webinars is gaining momentum. Instead of 60-minute sessions, many hosts are opting for:
- 10-15 minute micro-webinars focused on a single topic or tip.
- Series-based content (e.g., one lesson per day for a week).
- Snackable webinar content designed for mobile-first audiences.
This format is ideal for busy executives, mobile viewers, and social media promotion.
7. More Authentic, Less Polished
The days of overproduced, rigid webinar formats are fading. Audiences increasingly crave authenticity over perfection. Future webinars will feature:
- More candid, conversational tones
- Behind-the-scenes or “day-in-the-life” formats
- Fireside chats instead of formal presentations
This approach makes content feel more relatable and trustworthy.
Conclusion
The future of webinars is dynamic, intelligent, and increasingly human-centric. With technologies like AI, VR, and personalized automation at the forefront, webinars are poised to become even more powerful tools for communication, learning, and lead generation.
Whether you’re a marketer, educator, or thought leader, staying on top of these trends will ensure your webinars remain relevant, impactful, and engaging in the years ahead.
The Rise of Webinars: Transforming the Way We Learn and Connect
In the digital age, the way we communicate, educate, and engage with audiences has undergone a massive shift. Among the most significant innovations in recent years is the rise of the webinar—a fusion of “web” and “seminar” that has revolutionized virtual communication. Once considered a niche tool for tech-savvy professionals, webinars have now become mainstream, offering individuals and businesses across industries a powerful platform to share knowledge, promote products, and build communities.
The Evolution of Webinars
Webinars first gained traction in the early 2000s as companies began exploring more efficient ways to reach wider audiences without the cost of travel. However, it wasn’t until the global COVID-19 pandemic that the format exploded in popularity. As in-person events were canceled and remote work became the norm, organizations turned to webinars to fill the gap.
Since then, webinars have evolved from simple screen-sharing sessions to interactive, multimedia experiences. Today’s webinars incorporate live chat, polls, Q&A segments, breakout rooms, and even gamification to keep audiences engaged.
Why Webinars Work
One of the key advantages of webinars is their accessibility. Anyone with an internet connection and a device can attend a webinar from anywhere in the world. This democratizes access to education and professional development, allowing people in remote or underserved areas to learn from global experts.
Additionally, webinars are cost-effective. For organizers, the cost of hosting a webinar is significantly lower than that of an in-person event. There are no venue fees, travel expenses, or catering costs. For attendees, it’s free or low-cost education without the need to leave home or office.
Webinars also offer real-time engagement. Unlike pre-recorded videos, live webinars allow for immediate interaction between presenters and participants. This fosters a sense of connection and community, especially valuable in a world where many feel digitally isolated.
Key Uses of Webinars
Webinars have found applications in nearly every industry:
- Education: Teachers and institutions use webinars for lectures, virtual classrooms, and workshops.
- Marketing: Companies leverage webinars to generate leads, demonstrate products, and nurture customer relationships.
- Training: Corporations conduct internal webinars for onboarding, upskilling, and compliance training.
- Thought Leadership: Professionals host webinars to share insights, build authority, and grow their personal brands.
- Nonprofits: Organizations use webinars to raise awareness, engage supporters, and report on impact.
Best Practices for Hosting a Successful Webinar
To get the most out of webinars, it’s essential to follow some best practices:
- Plan Ahead: Define your objectives, target audience, and key messages. Choose a reliable platform like Zoom, GoToWebinar, or Microsoft Teams.
- Promote Effectively: Use email marketing, social media, and event platforms to drive registrations. Clear calls-to-action and reminders are crucial.
- Engage Your Audience: Use interactive tools like polls, quizzes, and Q&A to keep attendees involved. Personal anecdotes and visual aids can enhance engagement.
- Follow Up: Send a thank-you email with a recording of the session, additional resources, and a feedback survey to improve future webinars.
The Future of Webinars
Looking ahead, webinars are expected to become even more immersive and integrated. Technologies like virtual reality (VR) and augmented reality (AR) could make webinars more engaging, while AI-driven analytics will provide deeper insights into audience behavior.
Hybrid events—where a live webinar is combined with a physical event—are also gaining popularity, giving audiences the choice to attend in person or virtually.
Conclusion
Webinars are not just a temporary trend—they’re a permanent fixture in how we learn, communicate, and do business. As technology continues to advance, the potential of webinars will only grow. Whether you’re an educator, entrepreneur, or employee, embracing webinars can open new doors to connection, collaboration, and success.
Hosting a High-Impact Webinar: Step-by-Step Guide for Success
Webinars have become a staple for virtual communication, offering an efficient way to share knowledge, promote services, and connect with audiences around the globe. But not every webinar leaves a lasting impression. The difference between a forgettable session and a high-impact webinar lies in strategic planning and execution.
Whether you’re a first-time host or looking to refine your approach, this guide breaks down the essential steps to hosting a successful, engaging, and memorable webinar.
Step 1: Define Clear Goals
Start by identifying why you’re hosting the webinar. Your objectives might include:
- Educating your audience on a topic
- Demonstrating a product or service
- Generating qualified leads
- Establishing thought leadership
- Building community or customer loyalty
Clear goals will guide your topic selection, marketing strategy, and metrics for success.
Step 2: Know Your Audience
Understanding your target audience is crucial. Ask:
- What are their interests and pain points?
- What level of knowledge do they have?
- What type of content format do they prefer (e.g., lecture, panel discussion, Q&A)?
Tailoring your content and tone to suit the audience will boost engagement and satisfaction.
Step 3: Choose the Right Platform
Several platforms are available—each with its strengths:
- Zoom: Reliable, user-friendly, and good for interactive sessions.
- GoToWebinar: Great for corporate events and has strong analytics.
- Webex: Suitable for enterprise needs.
- Demio or BigMarker: Known for marketing features and integrations.
Consider factors such as attendee limits, ease of use, cost, and interactive tools when making your choice.
Step 4: Plan the Content and Structure
A good webinar has a clear structure. A typical format might include:
- Introduction (5 minutes) – Welcome attendees, introduce the speaker, and set expectations.
- Main Presentation (20–30 minutes) – Deliver value-rich content. Use visuals like slides, videos, or live demos.
- Interaction (10–15 minutes) – Open the floor for Q&A, conduct polls, or encourage chat.
- Closing (5 minutes) – Summarize key points, share resources, and present a call-to-action.
Don’t forget to rehearse! Practice ensures a smooth delivery and helps manage time effectively.
Step 5: Promote Your Webinar
No matter how great your content is, it won’t matter if no one attends. Use a multi-channel promotion strategy:
- Email marketing: Send invites to your list with reminders as the event nears.
- Social media: Create posts, countdowns, and teaser videos.
- Partnerships: Collaborate with influencers or related businesses to expand your reach.
- Landing page: Build a clear, attractive registration page with compelling copy.
Start promoting 2–3 weeks in advance to build momentum.
Step 6: Engage Attendees During the Event
Audience engagement is key to webinar success. Use the following tools:
- Polls: Gauge audience opinion or knowledge.
- Chatbox: Encourage live conversation and comments.
- Q&A: Allow attendees to submit and upvote questions.
- Surveys: Gather feedback for real-time insights.
A co-host or moderator can help manage interactions smoothly, ensuring the presenter stays focused.
Step 7: Follow Up and Repurpose
After the webinar, follow up with attendees and no-shows:
- Thank-you emails with the webinar recording and slide deck.
- Feedback surveys to understand what worked and what didn’t.
- Lead nurturing content if the webinar was part of a marketing campaign.
You can also repurpose the content into blog posts, short videos, podcasts, or infographics to extend its value.
Final Tips for Success
- Test all technology beforehand.
- Have a contingency plan for technical issues.
- Speak clearly, and use a good-quality microphone and camera.
- Stay authentic and conversational to connect with your audience.
Conclusion
Hosting a successful webinar is both an art and a science. With thoughtful planning, audience-centered content, and effective follow-up, webinars can be one of the most impactful tools in your communication arsenal. As digital engagement continues to rise, mastering webinars isn’t just a nice-to-have—it’s a necessity.
The Power of Webinars in Business Marketing and Lead Generation
In today’s digital-first world, businesses are constantly searching for meaningful ways to connect with their target audience. Traditional marketing tactics still play a role, but webinars have emerged as one of the most powerful tools for building relationships, generating leads, and establishing authority in a crowded market. When used effectively, webinars do more than inform—they convert.
Let’s explore how webinars can be a cornerstone of your marketing and lead generation strategy.
Why Webinars Work for Marketing
Webinars offer a unique blend of education, engagement, and interactivity. Unlike blog posts or social media ads, webinars allow businesses to communicate in real-time with potential customers. This live format builds trust and positions the speaker (or brand) as an expert in the field.
Here are some reasons why webinars excel in marketing:
- Real-time interaction fosters deeper engagement.
- Educational value builds credibility and trust.
- Lead capture mechanisms like registration forms collect key data.
- Sales integration allows for live demonstrations and product pitching.
Most importantly, attendees who choose to spend 30–60 minutes in your webinar are already high-intent leads, making them more likely to convert.
Types of Marketing Webinars
Depending on your business goals, different types of webinars can be deployed:
- Product Demonstrations
Showcase how your product or service works. Live demos build transparency and confidence. - Educational or Thought Leadership
Provide insights or strategies on industry-specific challenges. This positions your brand as a go-to authority. - Customer Success Stories
Feature existing clients who share their positive experiences. Social proof is a powerful motivator. - Panel Discussions or Expert Interviews
Invite industry leaders to create value-rich, multi-perspective discussions. This can also expand your reach through your guests’ networks. - Workshops or Training Sessions
Offer actionable takeaways while subtly integrating your product as part of the solution.
Capturing and Nurturing Leads
Every webinar registration is an opportunity to start a conversation. Here’s how you can optimize lead generation:
- Registration Forms
Ask for more than just a name and email. Job title, company size, and industry can help you segment leads. - Automated Email Sequences
Set up a nurture campaign before and after the webinar. Send reminders, resources, and personalized follow-ups. - Live Polls and Engagement Tools
Use polls to gauge interest in your offerings. For example, ask: “Would you like a free trial?”—then follow up with a tailored offer. - On-Demand Access
Record the session and gate it behind a lead capture form. This extends the life and impact of your webinar.
Metrics to Track Webinar Success
Measuring your webinar’s performance is essential. Key performance indicators (KPIs) include:
- Registration and attendance rates
- Engagement rate (chat, polls, Q&A participation)
- Drop-off rate (when viewers leave the webinar)
- Lead quality and conversion rate
- Audience feedback and satisfaction
Analyzing these metrics helps you refine future webinars for even better results.
Common Mistakes to Avoid
- Over-selling: Don’t make the entire webinar a sales pitch. Focus on delivering value first.
- Poor presentation: Unprepared speakers or technical glitches can ruin credibility.
- Lack of follow-up: Not nurturing leads after the event is a lost opportunity.
- Ignoring feedback: Use surveys to improve future webinars based on audience input.
Real-World Success Example
Many SaaS companies have used webinars to double their inbound leads. For instance, a project management software company ran a series of weekly training webinars. They integrated the sessions with live product walkthroughs, audience Q&A, and special offers at the end. The result? A 40% conversion rate from attendees to free trial sign-ups, and a 15% upgrade rate to paid plans within 30 days.
Conclusion
Webinars have proven themselves as a top-tier marketing and lead generation tool. They combine the immediacy of live interaction with the reach and scalability of digital content. By investing in thoughtful webinar campaigns, businesses can drive qualified leads, shorten sales cycles, and position themselves as trusted advisors in their industries.
Webinars for Education: Transforming Digital Learning Across the Globe
Education is undergoing a digital transformation, and at the forefront of this change is the widespread adoption of webinars. As technology continues to evolve, so too does the way knowledge is delivered. Webinars have become essential tools for educators, trainers, and academic institutions seeking to provide accessible, interactive, and scalable learning experiences.
From virtual classrooms to professional development seminars, webinars are reshaping education by offering flexibility, inclusivity, and real-time engagement.
Why Webinars Are Ideal for Education
Webinars offer several unique advantages that traditional classrooms and even pre-recorded online courses may lack:
- Real-Time Interaction: Students can ask questions, receive feedback, and engage in discussions during the session.
- Flexible Access: Learners from any location can attend, making education more inclusive.
- Cost-Effective: Webinars eliminate travel and material expenses for both educators and students.
- Scalable: A single webinar can reach hundreds or even thousands of learners worldwide.
- Recording Capabilities: Sessions can be archived for on-demand access, enabling asynchronous learning.
Applications of Webinars in Education
1. Virtual Classrooms
Webinars provide a live classroom-like experience for students in remote or online learning environments. Teachers use interactive tools like whiteboards, screen sharing, and breakout rooms to deliver lessons in real-time.
2. Professional Development
Webinars allow educators, corporate employees, and healthcare professionals to attend training and certification courses from anywhere, often at a lower cost and with more flexible scheduling.
3. Academic Conferences
Universities and research institutions use webinars to host guest lectures, panel discussions, and academic presentations without the need for physical venues.
4. Supplementary Learning
Tutors and educational platforms use webinars to offer extra lessons, exam prep, or subject-specific deep dives to help students strengthen their understanding.
Key Features for Educational Webinars
To enhance the learning experience, effective educational webinars should include:
- Interactive Q&A sessions
- Live polls and quizzes
- Downloadable resources
- Discussion boards or chat functions
- Certificates of participation or completion
Platforms like Zoom, Microsoft Teams, Google Meet, and BigBlueButton are popular for educational use due to their integration with learning management systems (LMS) and their ease of use.
Challenges and Solutions
While webinars offer many benefits, educators must also navigate several challenges:
- Student Engagement: Keeping learners focused in a digital environment is difficult. Solution: Use interactive elements and break the content into short, digestible segments.
- Technical Issues: Connectivity problems and unfamiliarity with software can hinder the learning process. Solution: Provide technical guidance and choose user-friendly platforms.
- Assessment: Gauging understanding can be tricky. Solution: Incorporate real-time quizzes, polls, and follow-up assignments.
Best Practices for Educational Webinars
- Set Clear Learning Objectives: Define what learners will gain by the end of the session.
- Use Visuals and Stories: Slides, videos, and real-life examples enhance understanding and retention.
- Encourage Participation: Use open questions and interactive tools to make sessions two-way.
- Provide Follow-Up Materials: Share slides, recordings, and reading materials to reinforce learning.
- Gather Feedback: Post-webinar surveys help improve future sessions and adapt content to learners’ needs.
Future of Webinars in Education
As hybrid learning models become the norm, webinars will remain central to education. Advanced technologies like AI-driven personalization, augmented reality (AR), and gamification are beginning to enhance webinar experiences even further.
For example, AI can now track student engagement in real time, AR can simulate hands-on experiments, and gamified webinars increase motivation through rewards and challenges.
Conclusion
Webinars have not only filled the gap created by physical classroom restrictions—they’ve elevated the standard for digital education. By offering real-time learning that transcends geographic boundaries, webinars are democratizing education like never before. As more institutions and educators embrace this powerful tool, we move closer to a future where learning is truly accessible to all.
Crafting Engaging Webinar Content: Strategies for Maximum Audience Impact
In a digital landscape overflowing with content, simply hosting a webinar is no longer enough to capture your audience’s attention. The real challenge lies in creating webinar content that captivates, educates, and motivates your viewers to take action. Whether your goal is to inform, sell, or inspire, crafting engaging content is key to a webinar’s success.
This article explores proven strategies to develop compelling webinar content that delivers value and keeps audiences glued to their screens.
Start with Your Audience in Mind
All great webinar content begins with understanding your audience. Ask yourself:
- What are their pain points or questions?
- What knowledge level do they have?
- What solutions are they seeking?
- How do they prefer to consume information?
By tailoring your content to your audience’s needs and interests, you immediately increase the chances of engagement and retention.
Define Clear Objectives and Outcomes
Your content should be designed with a purpose. Are you trying to educate, promote, or persuade? Define your webinar’s learning or action-based objectives early on. A clear takeaway (e.g., “By the end of this webinar, you’ll know how to…”) helps keep your content focused and goal-oriented.
Build a Compelling Structure
A successful webinar typically follows a three-part structure:
- Introduction (5–10 minutes)
- Greet attendees and introduce the host/speaker.
- Share a quick agenda of what to expect.
- Set the tone and generate excitement.
- Main Content (20–30 minutes)
- Break the information into logical sections.
- Use storytelling, examples, and case studies to add depth.
- Include visual aids like charts, slides, or videos.
- Engagement and Wrap-Up (10–15 minutes)
- Conduct a live Q&A session.
- Offer a summary of key points.
- Provide a call-to-action (e.g., sign up, download, contact).
Keeping the presentation tight and well-paced is critical. Avoid overly dense slides and long monologues that can cause viewers to tune out.
Use Visuals and Multimedia
People process visual information faster and remember it better. Incorporate:
- Infographics
- Slide decks
- Videos or animations
- Screen shares or live demos
Avoid reading directly from slides. Instead, use them to complement your spoken message and illustrate complex ideas visually.
Make It Interactive
Webinars should feel like a two-way street, not a lecture. Use these tools to boost engagement:
- Polls and Surveys: Break up the session and gather live insights.
- Live Chat: Allow attendees to interact, ask questions, and share opinions.
- Quizzes: Test knowledge mid-webinar to reinforce learning.
- Breakout Rooms: Use for small group discussions in training webinars.
You can also gamify your webinar by offering incentives for participation—such as giveaways, downloadable bonuses, or exclusive content access.
Incorporate Storytelling
Stories evoke emotion and make your message memorable. Instead of listing facts or features, use real-life stories, customer testimonials, or use cases to bring your points to life.
Example: Instead of saying, “Our software boosts productivity,” say, “Here’s how a small business owner reduced their admin time by 40% using our tool.”
Address Questions Proactively
Include a segment in your webinar to answer frequently asked questions. Better yet, invite attendees to submit questions during registration or the session and answer them live. This makes the webinar more personal and responsive.
End with a Strong Call-to-Action
What do you want your audience to do next? Whether it’s downloading a guide, scheduling a demo, or signing up for a service, make your CTA clear, specific, and valuable.
Avoid vague CTAs like “Learn more.” Instead, try “Download our free 30-day meal planning guide now.”
Conclusion
Content is the heart of any successful webinar. With careful planning, audience-centric messaging, and a blend of education and entertainment, your webinars can stand out in a crowded digital environment. Remember, the goal is not just to inform—it’s to leave a lasting impression that inspires your viewers to take the next step.
Measuring Webinar Success: Key Metrics and Tools for Effective Evaluation
Webinars are powerful tools for marketing, education, and brand building—but how do you know if your webinar was truly effective? Hosting a session is just one part of the equation. To continuously improve and get the most out of your efforts, you need to track performance using key metrics and analytics tools.
This article breaks down the most important indicators of webinar success, how to measure them, and what insights they offer for future improvements.
Why Measuring Webinar Performance Matters
Without clear data, it’s impossible to know whether your webinar resonated with your audience or met your business goals. Measurement allows you to:
- Understand what worked and what didn’t
- Gauge audience engagement and satisfaction
- Optimize content and delivery for future sessions
- Demonstrate ROI to stakeholders or management
- Identify high-quality leads and follow-up opportunities
Pre-Webinar Metrics
Even before your webinar goes live, there are important indicators to monitor:
1. Registration Rate
This tells you how well your marketing efforts are working.
Formula:
Total Registrants ÷ Total Page Visitors × 100
A high registration rate (typically 20–30%) indicates strong interest and effective messaging.
2. Marketing Source Effectiveness
Track which channels (email, social media, paid ads, partnerships) brought in the most registrants. This helps you focus future promotion efforts where they work best.
Live Webinar Metrics
During the live session, several metrics offer insight into real-time engagement:
3. Attendance Rate
How many people actually attended versus those who registered?
Formula:
Attendees ÷ Registrants × 100
Industry benchmarks vary, but an attendance rate of 30–50% is typical.
4. Drop-off Rate
When did attendees start leaving the session? A high drop-off rate may signal unengaging content or technical issues.
5. Engagement Rate
This measures interactions like:
- Chat activity
- Poll participation
- Q&A involvement
- Hand-raising or reactions (depending on the platform)
Some webinar platforms assign an “engagement score” based on activity.
6. Poll and Quiz Responses
These reveal how attentive and informed your audience was. They also help identify knowledge gaps or areas of high interest.
Post-Webinar Metrics
After the event, there’s still a lot to analyze:
7. Replay Views
This shows how many people watched the recording afterward. It’s especially valuable for reaching audiences in different time zones or those who couldn’t attend live.
8. Lead Conversion Rate
If your goal was to generate leads or sales, track how many attendees took the desired action afterward.
Examples:
- Signed up for a trial
- Requested a demo
- Downloaded a follow-up guide
- Made a purchase
9. Feedback and Ratings
Send a post-webinar survey asking for satisfaction ratings and suggestions. Ask:
- How would you rate the content? (1–5)
- Was the presenter engaging?
- What did you like most/least?
- What topics should we cover next?
This qualitative data is critical for improvement.
Useful Tools for Tracking Metrics
Most modern webinar platforms offer built-in analytics dashboards. Here are a few you can use:
- Zoom Webinars – Reports on attendance, engagement, poll responses, Q&A.
- GoToWebinar – Advanced analytics with conversion tracking.
- Webex – Includes audience attention tracking and feedback forms.
- Demio / BigMarker – Strong for marketing integrations and lead scoring.
Additionally, integrate your webinar platform with CRM tools like Salesforce, email marketing platforms like Mailchimp, or analytics software like Google Analytics to centralize and act on your data.
Interpreting and Acting on Data
Collecting data is only valuable if you do something with it. Use your webinar metrics to:
- Improve future content and presentation style
- Refine your promotional strategies
- Segment leads for targeted follow-up
- Identify topics and formats that generate the most engagement
For example, if you notice that a particular speaker generated high engagement and replay views, consider inviting them again or building similar content.
Conclusion
Measuring webinar performance is essential for growth and ROI. By paying attention to the right metrics before, during, and after your event, you can make informed decisions that enhance every future session. With the right tools and insights, your webinars can evolve into one of your most impactful communication and conversion channels.