App Store Optimization (ASO) is the process of optimizing mobile apps to rank higher in an app store's search results. The main goal of ASO is to increase visibility, downloads, and user engagement for a mobile app. The process includes optimizing various elements of the app, such as the app title, keywords, description, icon, screenshots, videos, and reviews.

App Store Marketing, on the other hand, refers to the promotion of an app through various marketing channels, including social media, email marketing, influencer marketing, paid advertising, and public relations. The goal of App Store Marketing is to increase the visibility of an app to a targeted audience and encourage them to download and engage with the app.

Both ASO and App Store Marketing are crucial for the success of a mobile app. ASO helps improve the discoverability of an app within the app store, while App Store Marketing helps drive traffic and downloads to the app. By optimizing both the app and its marketing efforts, app developers and marketers can increase their app's visibility, attract more users, and ultimately increase revenue.