Hello guys, So here is the deal: I built an app, it's starting to work quite well. I'm monetizing pretty well. The thing is, all the traffic I've got is organic.

I would like to know everything there is to know on how to get traffic/market my app. I understand it's a broad subject, but I want to become a master in user acquisition. Basically I want to grow my user base to the millions.

Can someone point me in the right direction? Either there's something I'm missing, but it seems that the whole point is just to have a CPI < LTV, once you're there you just have to inject money. Does it get more complicated than that?

If you have any website/book/blog recommendations I'd be very happy to have them. I'm an engineer so I'm probably lacking the fundamentals, any "reference" marketing book still valid at this moment is very welcome. Cheers!

Another way to rephrase my question would be: what do the marketing/user acquisition managers actually do in startups that have a mobile products (game companies for instance)?