If you're a first-time author, you may not have owned assets in place today or well developed when your first book launches. That's OK. There's still plenty you can do and accomplish. Also: if you only have one book to publish during your career, then you might ultimately make a limited investment in an author website, social media, or email newsletter.
For authors planning to publish many books, over many years, it’s necessary to invest in owned media for marketing strength that doesn’t rely on the outside world—particularly a website and email newsletter list. Here I've written on how to build your career-long marketing foundation.