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The problem with most social media marketing agencies is that we’re fickle. We tend to keep rushing into the future, adopting anything and everything hot and new and overlooking the rest. In our constant hunger for the latest and greatest, we have mostly abandoned working-class heroes like forums and message boards, preferring exciting new money to boring old money. But isn’t any kind of money good?

Everyone wants to make their quick fortune by coding the next TikTok and entering the billion-dollar unicorn club. Recently I had to become an expert in the space for a client who wanted me to consult her on the best way to promote a broad portfolio of products and services, some of which include iOS and Android apps. Not only do I need to understand submission and listing but I need to know how to do everything that will lure people gladly into the trap known as downloading, positively reviewing, and then buying an app in a sea of a thousand million apps—and games.