Although I wouldn’t normally associate Adobe with mobile, they have a great blog on Mobile Marketing. There’s a recent article on Day to Day Operations of Mobile App Store Optimization (ASO), details on From Development to Marketing: An App Roadmap for your Business, tips on Jumping the Hurdles to Effective Mobile Marketing and Mobile Marketing: Covering The Basics.
Marketing tends to be done too little too late. It’s easy to concentrate on the more immedate challenges of creating an app rather than thinking about how to get it into users hands.
However, also think about retention. Another recent article on re/code, as it happens based on Adobe data, shows that Mobile Apps Have a Short Half Life; Use Falls Sharply After First Six Months: