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If your customer is a high school teen that has a sever case of FOMO then you advertise on mobile friendly services. Your customer can be “on a phone” or “in a car” or “on a bus”. Ad placement in places where your customer isn’t is a big waste of money.
In either case there is going to be a cost of time and money to market the book. For this book it was the self publishing route and bootstrap marketing. The first thing I did was the “free” stuff. Posting on facebook, instagram etc.
Video calls from home are no longer the stuff of the Jetsons’. Now your network at home is just as important as your network at the office. For many of us, our home is our office. That isn’t likely to change any time soon.