In the online world, marketers clearly recognize the value of both paid and organic channels, and consequently, the time and resources dedicated to each strategy has achieved a certain balance. Unfortunately, this balance seems to have been lost somewhere along the way in app marketing, and companies appear to focus more heavily on a single channel (i.e. either paid or organic). Having a strategic mix between paid and organic marketing efforts is vital to success. The reason this strategic mix is so important is because of the unique relationship that exists between paid and organic installs. In the app world, running paid install campaigns boosts two (of the many) specific metrics that impact an app’s rank in the app store: total downloads and download velocity. With these paid campaigns, the boost to both metrics also increases the app’s ranking in the Top Charts and search, which leads to greater visibility and more organic downloads. This panel will dive into their winning strategies across paid and organic.