Central Asia today is experiencing one of the most dynamic stages in the development of marketing and media. Svetlana Lebedeva, a business expert on international projects for the support and development of media companies, spoke about how the industry is changing, what features the Tajik market has and why creativity is becoming a key growth factor.
On April 24 she will perform at IMPACT Creative Night.01 from Asia-Plus.
“Marketing is the heart of any business”
Svetlana Lebedeva has been working in the field of media, advertising and marketing since 1999. By basic education, she is a sociologist and business analyst – this is what, according to her, allows her to look at marketing not only as a creative industry, but also as a system where numbers and efficiency are important.
During this time, she went from a marketer and advertising salesperson to an executive director and co-owner of a media business. For more than 13 years, Lebedeva headed the directorate of the Advertising Chip festival, and later founded her own consulting company.
“We help businesses and media companies conduct audits, build internal processes, establish sales and communications with clients. Because we understand: marketing is the heart of any business,” she notes.
International experience and insight
Working with the markets of Russia, Belarus, Kazakhstan and Moldova, Lebedeva developed a broad view of the industry.
According to her, such experience provides several advantages:
— forms “observation” and understanding of best practices;
— allows you to see different approaches to the same tasks;
— helps to take into account the cultural, social and legislative characteristics of different countries.
“Each market is unique, but it is this diversity that creates a rich palette of cases that can be relied upon and tested,” explains the expert.
Central Asia: rapid growth and performance imbalance
According to Lebedeva, the countries of Central Asia are now at the stage of accelerated digital transformation. Processes that took years in other regions are happening much faster here.
The marketing and advertising market continues to grow rapidly, while it is experiencing a new stage – a fascination with the possibilities of artificial intelligence. Businesses are actively testing and implementing AI tools, which further accelerates change.
“Marketing is one of the most responsive industries. By its dynamics you can literally measure the level of optimism of a business,” she says.
At the same time, the region has a noticeable bias: today the performance approach dominates – leads, applications, sales. But creativity and brand marketing remain undervalued and underinvested.
“These are precisely the tasks and challenges of the near future,” the expert emphasizes.
Tajikistan: strong digital and influencer influence
Working with local projects, including Asia+, Lebedeva notes several key features of the Tajik market.
Firstly, it is the rapid adaptation of global trends and digital mechanics. Secondly, there is a high level of penetration of social networks: Instagram, Telegram and TikTok are actively shaping media consumption, especially among urban youth.
Influencers play a special role. According to the expert, they create serious competition for traditional media:
“With their “boutique approach” they are not only developing the market, but also increasing the requirements for the quality of creativity and the effectiveness of communications. It makes the whole industry grow.”
At the same time, despite the strong influence of global trends, the market retains its identity.
“Unlike the “overheated” Western markets, it is easier to create emotionally strong advertising here if you rely on a cultural code – family values, respect, hospitality.”
Why creativity is more important than budget
One of the key points that Lebedeva will discuss at the meeting is the role of creativity in modern marketing.
“We are used to thinking that the one with the larger budget for coverage wins. But the data shows the opposite: the main trend is creativity. This is what allows us to grow faster than competitors even with fewer resources,” she says.
According to her, strong creativity:
— increases audience loyalty;
— increases the frequency of repeat purchases;
— makes the brand noticeable where others remain “white noise”.
Who will benefit
IMPACT Creative Night.01 will be especially useful for those who work in marketing, business and media, and are looking for practical tools that can be applied right away.
At Svetlana’s session, participants will be able to understand how to:
– stop “taking in quantity” and start working with quality;
— adapt global creative approaches to the local cultural context;
— build more effective communications with the audience.
What is IMPACT Creative Night
IMPACT Creative Night.01 is part of the IMPACT ecosystem from Asia-Plus, which grew from last year’s forum, which brought together more than 400 participants from the media, business and technology environment.
This year, the project is developing in the format of a series of meetings: two Creative Nights will be held from April to September, and then the final IMPACT Forum will take place.
Where and how to get there
IMPACT Creative Night.01 will take place on April 24 from 17:00 to 21:00 at the Community restobar.
Ticket price: 500 somoni (buffet included). Tickets are now available on the website echipta.tj.
