We've developed a unified four-layer model for app promotion and added our recommendations.
Before we wrote this article we had our apps downloaded over two million times, ran about 50 large promotional campaigns, and made it onto the App Store top-lists in over 24 countries to finally combine all of it into a single workflow.
You won’t find almost any obvious stuff about keywords, nice-looking icons, screenshots, or ad campaigns in this article. We’ve tried to develop a unified model for a product-focused company based on our experience by answering the questions “What? When? Why?” and even “And what then?”
If you’re developing your own app, want to start developing one, or just have a friend who’s a developer or marketing professional at a product-focused company, you’ll find lots of useful information in this article.