At least in the UK, says The Bookseller:
Pan Macmillan marketing manager Rebecca Ikin said this autumn would demonstrate a “step change” in the link-up between traditional and online marketing. “There are new platforms for the e-book in a way that didn’t exist before, so our digital publishing team, our marketing team and our digital marketing team are working in an integrated way,” she said. “We are not now having the two-week or four-week advertising campaigns, we are having three-month campaigns and they are much more complex.”
The creation of apps that are meant as book marketing tools also seems to be on the rise. Penguin is doing this for The Fry Chronicles and Little Brown for The Armstrong and Miller Book.
More in the article.