Central Asia is currently experiencing one of the most dynamic stages in the development of marketing and media. Business expert on international projects supporting and developing media companies, Ms. Svetlana Lebedeva, discussed how the industry is changing, the peculiarities of the Tajik market, and why creativity is becoming a key growth factor.
On April 24, she will speak at IMPACT Creative Night.01 by Asia-Plus.
“Marketing is the heart of any business”
Svetlana Lebedeva has been working in the fields of media, advertising, and marketing since 1999. Her basic education is in sociology and business analytics, which, according to her, allows her to view marketing not only as a creative industry but also as a system where numbers and efficiency are important.
During this time, she progressed 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 “Advertising Chip” festival directorate and later founded her own consulting company.
“We help businesses and media companies conduct audits, build internal processes, establish sales, and communicate with clients. Because we understand that marketing is the heart of any business,” she notes.
International experience and “visual literacy”
Working with the markets of Russia, Belarus, Kazakhstan, and Moldova, Ms. Lebedeva has developed a broad perspective on the industry.
According to her, such experience provides several advantages:
– it develops “visual literacy” and understanding of best practices;
– it allows seeing different approaches to the same tasks;
– it helps to consider cultural, social, and legislative features of different countries.
“Every market is unique, but it is this diversity that forms a rich palette of cases to rely on and test,” explains the expert.
Central Asia: rapid growth and a bias towards performance
According to Lebedeva, Central Asian countries are currently at a 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 actively, while experiencing a new stage — enthusiasm for artificial intelligence capabilities. Businesses are actively testing and implementing AI tools, further accelerating changes.
“Marketing is one of the most responsive areas. Its dynamics can literally measure the level of business optimism,” she says.
However, the region has a noticeable bias: today, the performance approach dominates — leads, applications, sales. Meanwhile, creativity and brand marketing remain undervalued and under-invested.
“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-Plus, Lebedeva notes several key features of the Tajik market.
Firstly, it’s the rapid adaptation of global trends and digital mechanics. Secondly, the high penetration rate of social networks: Instagram, Telegram, and TikTok actively shape 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 not only develop the market but also raise the quality requirements for creativity and communication efficiency. This forces the entire industry to grow.”
At the same time, despite the strong influence of global trends, the market retains its identity.
“Unlike ‘overheated’ Western markets, here it is easier to create emotionally strong advertising by relying on cultural codes — family values, respect, hospitality.”
Why creativity is more important than budget
One of the key theses that Ms. Lebedeva will discuss at the meeting is the role of creativity in modern marketing.
“We are used to thinking that the one who has a bigger budget for outreach wins. But the data shows the opposite: the main trend is creativity. It is what allows you 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 beneficial for those who work in marketing, business, and media, as well as those looking for practical tools to apply immediately.
In Svetlana’s session, participants will be able to understand how to:
– stop “playing the numbers game” and start working on quality;
– adapt global creative approaches to the local cultural context;
– build more effective communication with the audience.
What is IMPACT Creative Night
IMPACT Creative Night.01 is part of the IMPACT ecosystem by “Asia-Plus”, which evolved from last year’s forum that gathered over 400 participants from the media, business, and technology sectors.
This year, the project is developing in the format of a series of meetings: from April to September, there will be two Creative Nights, followed by the final IMPACT Forum.
Where and how to attend
IMPACT Creative Night.01 will be held on April 24 from 17:00 to 21:00 at the Community restobar.
The ticket price is 500 somoni (buffet included). Tickets are already available on the echipta.tj website.
