It's very easy. Marketing = anything that deals with the book or buying the book.
Promotions = anything that allows readers to get to know the author.
Now that we have that straight, let's get into the pitfalls of mixing up the two.
Social media is not marketing.
Facebook is where you get to engage your fans. Yes, tell them about your book, absolutely, but Facebook isn't going to buy your book. Facebook is going to be friends with you and it's a great place to be with that rowdy bunch that love you so much!
Amazon "others bought.." is not promotions.
This is where your readers are going to buy. Not every reader is going to see the same "others bought this book and you should too..." section. You get noticed, but you can't make a personable impression.
Promotions is where you can be personable. Marketing is mass wide plastering of your name.
So the point I'm getting at is: if you're on facebook/twitter thinking that's where you need to post things related to your book--you're wrong. This is where you post things related to YOU. Things you like. Things you stand up for. Things that make you laugh or make George Takei laugh. Whatever.
Marketing can be slightly more tricky because everyone asks -- what sells books?
Um... f8 and being there.
Meaning being prepared and putting the book out. But what really sells books is a marketing plan, word of mouth, social proof, making it easy to buy the book and good presentation.
For those who want to learn more about Marketing plans...here's another blog post that addresses that called: Book Planning 101: Marketing
ACTION ITEM: Make a marketing plan and a promotions plan.
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Troll River Publications
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