What do people here think of Avidly? (Soon to be former Zeeland Family)
My interest in Avidly started from my previous workplace, where we feverishly debated how to do modern marketing. The outcome was that one employee was simply assigned to the task, handed social media credentials without any particular experience or training. I found the situation somewhat absurd, as the social media landscape had already grown quite large at that time. Naturally, the first campaigns weren’t successful either, as all that was done were simple social media posts.
One should be able to do a bit more: interpret numbers, A/B test campaigns, set up various inbound systems, etc., etc., and of course, someone should still be producing graphics, videos, and websites. Companies could grow by having a smart and continuous online presence.
A criticism I often hear is that anyone can do this, and that competitors are growing much faster. In my opinion, they can’t with the same service offering. Competitors have focused on even smaller segments or are doing fairly traditional marketing.
My interpretation, therefore, is that Avidly is trying to operate in this modern marketing field, emphasizing HubSpot as an inbound system.
In my opinion, the current valuation feels really cheap, considering that marketing is moving towards continuous services and closer to the expertise of IT companies. On the other hand, we’ll see if companies understand how to purchase such extensive services.
The CEO’s departure and the resignations from the Turku office raised some doubt as to whether this is on solid ground at all, but if today’s video is to be believed (Zeeland Familyn HPJ Jari Tuovinen kommentoi yhtiön viimeisiä käänteitä - Inderes), it’s about a logical change. And I can’t say anything yet about the dual listing.
Currently, it’s the second smallest investment in my portfolio, and I’m waiting to hear what is said about future expansion.
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I’ll add to my position if the price doesn’t skyrocket.