The Future of Commerce
Square’s annual global integrated content marketing campaign focuses on original insights and stories about the evolving dynamics between businesses and consumers. It positions Square as a partner for businesses navigating the rapidly changing commerce landscape, while also reinforcing the brand’s global relevance and scale to attract an upmarket audience.
The first version of the "Future of Commerce" campaign was launched in 2020 as a single gated report. Since then, it has grown into a much larger integrated marketing initiative. Each year, we develop a content strategy that aligns with global priority narratives and marketing objectives. The content is tailored for key markets, audiences, and channels, and seamlessly integrated into campaigns and other activities throughout the year. We evaluate key performance indicators (KPIs) across the entire funnel—awareness, influence, engagement, and conversion—but we also set primary goals each year to align with our overarching marketing strategy.
Here are a few performance highlights:
Over its five-year run, the "Future of Commerce" campaign has helped Square rank in the top three for 118 keywords on Google.
The 2024 edition revealed that visitors are more likely to take action with Square after engaging with this content, resulting in significant increases in the conversion rate.
The 2025 edition achieved its annual form-fill goal within the first quarter by incorporating the reports and accompanying webinars into integrated campaigns.
