A successful app marketing strategy requires a fundamental understanding of the target audience and their behavior, especially on mobile. For instance, a mid-core gamer is more likely to spend a considerable amount of time on other mid-core gaming apps. Understanding mobile micro-moments is key to positioning the app in the most effective manner. And if launching an app, this becomes vital for optimizing spend across channels for acquiring users efficiently when the lifetime value of a user is still unknown.
Mobile marketing efforts are more effective - proving to be an instant gateway to the app, with immediate action that can be accurately measured. Apart from optimizing on the various app stores that you launch your app on, the most effective mobile channels for user acquisition are - social, display ad networks and referrals.