From marketing perspective be knowledgeable yet creative. Know your channels. Don't think that you'll succeed just buying tons of display ad,  ICO marketing and PR is not the same in comparison with traditional tech projects.

BTW, I'll share here the fresh yet helpful Telegram channel that give good tips about how to run a successful ICO, including marketing, PR, social media, as well as advisors and investors relations. https://t.me/yoken

Please share your sources in return.