Successful marketing programs for Mobile Apps require the same amount of effort that would be necessary to sell any product or to drive traffic to a particular restaurant or website. You can’t just put your App up on iTunes which has a half million apps to compete with, and expect people to find it on their own.

Marketing a Mobile App requires a dedicated effort including online marketing, blogging, Forum, Bookmark Sharing and News Aggregator interaction, link building, Google search results, Viral PR, online Advertising, Social Networking, eblast marketing and more.

There’s a company called Web ‘n Retail that has successfully marketed Mobile Apps for companies large and small, from Qualcomm to independent developers. They have a history of marketing a variety of Apps including Shopping, Music, Radio, Motivational, Religious, Gift Cards and more.

Check them out on their website here
More specifics on their efforts here