One thing I keep harping on is that authors need unique, targeted marketing for their novels. This is never more important than when you launch a novel series, because you're not just in it for one book, you're in for (hopefully) the long haul.
Over at Publishers Marketplace, author Douglas Clegg has been talking about his pre-publication strategies for his upcoming release The Priest of Blood, the first novel in his Vampyricon series.
Look at what he's doing: marketing the product versus the author, using the internet, creating and providing exclusive freebies and collectibles to hook potential readers, and doing it with the kind of finesse that crosses genre lines and pulls in readers from all over the place. I love the artistry involved in everything he's chosen to do for his novel; it's gorgeous and smart -- and it is light years beyond the old, tired bookmarks-and-widgets approach.