Surely it's just my terminology obsession, but I prefer the term user acquisition because that is actually the goal of your marketing. For example, sending your app/game to review blogs is a standard marketing practice, but you can't rely on it to get users. You need more deterministic stuff like SEO, content marketing, etc.

Maybe I'm being pedantic, but real marketing is user acquisition. Contacting blogs is PR and it has very little to do with marketing(maybe with the exception of positioning). If your marketing strategy is to contact blogs and tweet, you don't have a marketing strategy.