What strategy would be best applicable especially when promoting a novel product to market?

To survey the market, work on the feedbacks and work a stratedgy that fulfills the consumer vision about a product and Launch it in stages.

It depends on the product and market. Anyways, the communication strategy would be Frequency (burst).

The best time is to promoting your noval is to promote noval before it came to market. This will build a reputation of your noval, build a permission level, build a blog, build a following, build cradibility & build the connection you will need it later. Soial media can't sell your product but it will help you in building connection with other people.

first you need to study market supply & demand , similar products available and how does it affect ,what type of consumer you are targeting and the percentage.

Second you need to focus on the publicity in order to promote.