In Kyrgyzstan, there is a noticeable growth in female entrepreneurship in the IT sector. Moreover, the lack of specialized education is not an obstacle for many businesswomen. Most often, startups are launched by women on maternity leave. One of them is Nelly Nosalik, who vividly demonstrates how digitalization in the country opens new opportunities for women, meeting modern requirements.
Nelly, a well-known targetologist in Kyrgyzstan, shared in an interview with vb.kg that the main factors attracting women to IT are not only financial rewards but also a sense of demand and the ability to manage their own time. She believes that advertising on social media is the most promising direction for business, although she never considered a career in this field before.
What prompted you to choose this profession? How did you start working in targeted advertising?
- It happened almost five years ago. Before that, I didn’t even know that there was such a profession as a targetologist. When I became interested in this field, I had a daughter. Targeted advertising turned out to be the perfect option that allowed me to combine work and raising a child. I can work remotely, just having a laptop and internet. Thus, I have clients from the USA, UAE, Kazakhstan, and even Bali.
Do you regret changing your profession? What did you do before?
- Previously, I worked in a South Korean construction company as a translator and assistant to the general director. The job was interesting, but after the birth of my daughter, I realized that I couldn’t just sit idle, even while on maternity leave. So, I decided to open an online store for children's clothing. The question arose: how to find clients? That’s how I learned about targeted advertising. Initially, it seemed like a hobby, but after mastering this profession, I don’t want to go back to my previous job.
To be successful in this field, I had to study many aspects, including marketing and targeted advertising. Over four years, I have significantly developed and gained most of my knowledge through practice. I work with advertising on Facebook and Instagram, which is my key area of activity.
Why did you choose these platforms for your work?
- I consider them the most promising and modern among all social networks. Although I can work on other platforms, such as Google or VKontakte, I prefer to focus on Facebook and Instagram to achieve better results. Changes are constantly happening in our field, and to stay updated, it is necessary to focus on specific platforms.
Advertising is in demand not only on Facebook and Instagram but also in social networks in general. People spend a lot of time on them and can see your offer, sign up for a course, or order a product.
Who needs targeted advertising today? What are its advantages for businesses?
- Targeted advertising is necessary for anyone who wants to promote their goods or services and increase brand awareness. Many companies, experts, and clinics are looking for clients, and I help them through targeted advertising. It is important to understand marketing to effectively set up sales.
I work with various projects, including education abroad. For example, I advertise companies that help young people enroll in foreign universities. I also have clients in the beauty, medical, and online retail sectors. Advertising for these projects helps them attract clients.
The advantage of targeted advertising is that it allows you to precisely identify the target audience. You can tailor it by gender, age, interests, and other parameters so that the advertising reaches only interested users.
What kind of advertising do you set up for foreign clients?
- My work with foreign clients is mainly focused on their markets. For example, I collaborate with a clearing company in the USA, setting up advertising for them in specific cities where they operate. I also have clients, such as a large flower shop in New York, for which I set up advertising only for the local market. The advertising starts to work immediately after launch, and often inquiries from clients appear on the very first day.
I can also set up advertising for foreign businesses looking to enter our market, adapting it for local consumers.
Do you conduct training courses? How do they differ from others?
- I haven’t conducted courses for two years due to being busy with projects, but I recently resumed teaching. My course is different because I am a practitioner. Without practical skills, it is impossible to master targeted advertising effectively, especially considering the constant updates of Facebook's algorithms. Theoretical knowledge is important, but practice is the key to success.
I pay attention not only to teaching but also to helping students achieve real results so they can see how targeted advertising works.
What qualities should a targetologist possess?
- First of all, it is discipline and responsibility. Entrepreneurs often complain about a lack of communication with targetologists or missed deadlines. It is important to meet conditions and keep clients informed. Client trust is built on reliability. We must be able to convey the value of advertising and advise on how to best present the product.
Our main task is to achieve results. The more clients turn to the business, the more it earns, and the more it develops.
How do your clients find you?
- As a targetologist, I receive messages through WhatsApp and Instagram, but word of mouth works best. In the beginning, it was difficult to find clients, but now they come to me on their own. I have regular clients with whom I have been working for many years.
How do you see the future of targeted advertising?
- I am confident that my profession will remain in demand for a long time; we just need to keep an eye on new trends and changes in this field.
