To a point - yes.
Anyone in any walk of life must use all tools available to them.
In the days of the internet then it is the writer's duty to push their work. The more books you sell the better the rewards. But it's not the financial aspect that's the important thing - it's getting your work to as many readers as possible. If you believe in your work then you must do all you can to get it noticed.
What's the point of creating a world if no one lives in it?
With that in mind the campaign for Arkansas Smith starts here.
The idea is a series of short teasers - say ten that will reveal aspects of the character as they go along until the book's publication.
What do you think, folks?
Here's the first teaser.