App Marketing

https://www.icloud.com/iw/#keynote/BALQX0kfjELAl-PmUEeBK44PH_81cwB5GRCF/Presentation


iOS marketing guidelines

Android marketing guidelines

Also: How to Market Your iOS App: The Definitive Guide to App Store Success 

(This a year old, but it's a pretty thorough look at app marketing if you want to look into it. A quick Google search will bring up tons of other resources—this is just one of many.)