Bad marketing is worse than none. And I’ve seen some breathtakingly bad marketing strategies recently. I assume authors are hiring cut-rate online marketers who have more experience selling real estate in Mumbai and knock-off designer sunglasses than books.
Do I need to say this is a bad idea? Being annoying may sell faux Viagra and Bitcoin scams, but it will not make people think an author has anything entertaining or wise to say. In fact, it may drive away your existing readers.
In publishing, your name is your brand. Once you’ve hired somebody who behaves badly in your name, it will be difficult to rebuild that brand.
Just an aside here, but speaking of bad marketing — American political marketers have quite a hustle going. Every day, they send us annoying placemat-sized “Postcards” that go straight into recycling, and hire robocallers to harass us in their candidate’s name. Then they send emails demanding more money for postcards and robocalls. It’s enough to make anybody vote against the candidate, even if they were 100% in support to begin with. Nobody benefits — except the marketers.
Being invasive, desperate, or whiney does not make people trust you. Or buy whatever you’re selling — whether it’s a political candidate or a book.