The most effective book marketing plans include promotional efforts through many different channels including online media, traditional media, paid advertising, in-person events, social media, and more. In the world of marketing, there are "inbound" efforts and "outbound" efforts. Per W Publishing Group Vice President of Marketing Caren Wolfe, inbound marketing initiatives for authors are where you promote to readers that are already familiar with you because they follow you on social media or have signed up for you email list. Wolfe calls these readers your "uber fans" because if you promote or share content, they are more likely to engage.Outbound marketing initiatives are where you try to reach readers in your target audience that don't already know about you and your work. These potential readers are likely to be interested in your work or have a felt need you address. Efforts can include paid advertising, paid email promotions, and Google or Amazon ads. In Wolfe's experience, Google and Amazon ads are most effective for reaching a broad audience quickly. You can target age demographics with the ads and see helpful analytics on how they perform.