It falls off very quickly, unless you have some mechanism to get people back into the app (updates, new content, etc..). Even big-name apps will fall off the ch

It falls off very quickly, unless you have some mechanism to get people back into the app (updates, new content, etc..). Even big-name apps will fall off the charts very fast without work. There's nothing passive about it. I don't think "marketing" is the right word, especially for a small/indie developer. You need to work to build a community around your app. The gold rush is over, but if you build a nice thing and support it, people will find it.