The first is to use user acquisition techniques and get users from paid banners, video ads and SMM. The first thing is it is too costly. You have to pay for any click or 1000 views. But as soon as you are out of money to pay for your ads, you lose your traffic flow. At the same time, you get an immediate result, easy budget expense control and a lot of data about users to choose from when you launch a promotion. You can rely on this method if your monetization is super cool and you definitely get in app purchases from your users.
The second one is quite the opposite. You go all hands into organic and by keyword installs for your application. Here you rely mostly on icon and screenshot design. If the users like your icon in the Store search, they will click it. If they click it, they may like your screenshots or not. In fact, you should try really hard to stand out and get downloaded.
But when you mix these two strategies you copy the most natural way of client's behavior. You get people from paid ads and our incentive users search and install the mobile app by keyword at the same time. Users from keyword installs give you search weight to rank higher, while all the other paid traffic gives you in-app usage and purchases.