App marketing is the process apps use to acquire, engage, grow, and retain their users. App marketing campaigns are designed to find new users and guide them through funnels which will eventually lead to conversions and strong app loyalty. 


Creating an app launch strategy is a crucial part of your overall marketing plan. When submitting to the app store, brands need to optimize their listing with product screenshots, matching keywords, and other proven app store optimization tactics. To spread the word, take to social, talk to users, and run awareness programs that highlight your app as the best in the biz.

These are all necessary steps, but where many businesses get stuck is in categorizing downloads as the primary success metric (we cover why downloads are an empty metric in A Beginner’s Guide to App Analytics).

In actuality, there’s a lot more that goes into creating successful, long-term app marketing than simply tallying downloads. Think of how much effort marketers have put into web marketing over the years – ongoing campaigns are now indispensable to the growth process.


When it comes to the future of mobile revenue, the fastest growing segments are those fueled by app marketing. By this, we don’t mean a marketing strategy that drives users to download an app, but rather, the marketing campaigns you run to acquire, engage, retain, and convert app users. 

From paid acquisition to purchasing, these campaigns work to move your user through the desired funnel, delivering higher long-term value and promoting engagement over time. In this sense, app marketing is strikingly similar to web marketing: both serve to drive value and revenue over time.