Online channels have morphed into the life blood of book sales. Authors now have the ability to develop their audiences by interacting with them via social media. This personal "touch" gives fans a sense of connection; this helps keep the author, and the book, top of mind during promotional runs.
A majority of books in the US are now sold in a digital format, or via online channels. Online marketing allows authors the opportunity to market directly to their target audience, keeping large overhead costs down due to the traditional cost of "guess work" marketing.