The relationship between content marketing and the traditional marketing communication tools

Digitalization is making a significant impact on marketing. New marketing approaches and tools are emerging which not always clearly categorised. This article seeks to investigate the relationship between one of novel tools, content marketing, five elements traditional communication mix. Based an extensive literature review, this paper analyses main differences similarities them. aims generate debate status According authors' opinion, can be considered as sixth mix element. However, further research needed fill in existing knowledge gap.