A practical workflow to stay sharp in digital marketing & AI by Toni Alcántara (Avidoos)
Hi there — I’m Toni Alcántara, Director of Digital Marketing master programs at ESADE and LaLiga Business School and creator of Avidoos, the continuous upskilling platform for digital marketing and eCommerce leaders.
Here comes a little story… Every time I explain my “passive free learning” method to my students, they look at me the same way the baseball scouts looked at Billy Beane in Moneyball when he told them he was going to win the league using data instead of intuition.
I tell them that the most valuable marketing knowledge — SEO, paid media, CRO, growth, AI — is already being given away every week by the world’s top practitioners in their newsletters.
And yet, they don’t believe me. They smile politely… and I smile back, because I know what happens next…
…then I keep teaching — using insights I’ve learned straight from those very newsletters (and not only newsletters, but you get the point).
So, with a bit of irony and a lot of honesty, here’s my upskilling system, the one that’s kept me learning faster than most paid programs ever could.
I hope it helps you on your learning journey and gives you a clearer path forward.
Toni Alcántara
I’ve curated this newsletter selection over time — these are the ones that consistently deliver value without flooding your inbox. Most of them rarely send commercial messages, and when they do, it’s reasonable and relevant.
Whenever a newsletter becomes too salesy, I simply unsubscribe.