SKUTECZNOŚĆ CONTENT MARKETINGU W KOMUNIKACJI Z MŁODYM KONSUMENTEM

The article concerns content marketing as an tool gaining meaning in the effective marketing communication. Creating valuable and involving contents, appropriately profiled to the defined target group, isindeed increasing the effectiveness of getting with the message, in particular to segments that are skeptical about traditional forms of the communication. The aim of the article is to point out the meaning of content marketing in the process of communication with young consumers. Based on literature studies and empirical examinations the article presents the issue as well as strengths and weaknesses of content marketing as a marketing communication tool.