There is an enormous ecosystem of search activity happening around mobile app discovery, but there appears to be a  disconnect in marketing strategy when it comes to using Inbound Marketing channels to drive mobile app installs. When it comes to search, a lot of attention has been given to App Store Optimization (ASO) to optimize apps for search inside of an app store. In all fairness, this channel has presented significant opportunity, but too often, major players in the mobile space are treating mobile and web as independent of lines business, instead of leveraging search demand on the web (a traditional Google search) to drive traffic to a mobile application. More often, they’re using paid channels to drive discovery.

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