You should market your e-book the same as your paperback, but emphasize that your book can also be purchased as an e-book. For example, in media interviews make sure to let the audience know every place your book is sold, whether it be in a local bookstore or on Kindle, KOBO and the iBookstore.
In person, it is easier to sell paperback copies, but some potential buyers may not have the cash on hand or may prefer e-books. While you have their attention, make sure to tell them where they can buy your e-book.
Exposure on social media sites (Facebook, Twitter etc.) is a powerful way to market your e-book.