Leaders in Mobile Growth Melbourne 2023: Here’s What You Missed

This week, Branch hosted 70+ mobile industry leaders for our first ever Leaders in Mobile Growth (LIMG) Melbourne event. We were joined by professionals from top brands such as Afterpay, AGL, ANZ, Aussie Broadband, Australia Post, Centr, Cotton On, Country Road Group, Dabble, Deloitte, Domain, Energy Australia, FatSecret, Flybuys, Gamemiracle, IDP Education, Jora, KIC, MECCA brands, Optus, Origin Energy, Retail Zoo, rsvp.com.au Pty Ltd, SEEK, Tabcorp, Telstra, Tennis Australia, Total Tools, Urban.com.au, Woolworths, and many more to discuss the latest trends, strategies, and insights driving mobile growth.

The evening was packed with an impressive lineup of speakers and roundtable discussions on topics like driving growth in an economic downturn, the changing role of measurement in mobile marketing, and user acquisition and retention strategies. And like all LIMG events, there was plenty of time for networking and socializing, too! 

Photo of LIMG Melbourne event attendees

The event kicked off with a warm welcome from Kurt Holloway, enterprise sales manager at Branch, who highlighted the importance of collaboration among partners in the mobile ecosystem. Our partners Iterable and Amplitude both helped set the tone for an engaging, informative evening and delivered sessions on topics like unlocking customer engagement through user behavioral analytics and unleashing mobile growth across borders.

Photo of event speaker at Leaders in Mobile Growth Melbourne event

The speaker sessions covered a range of mobile topics. Sahil Singh, head of business at Branch APAC, presented recession-proof marketing strategies. Lexi Sydow, head of insights at data.ai, also took the stage to discuss the latest State of App Revenue, sharing never-before-seen insights into app monetization trends across industries in Australia, including fintech and retail. 

Image of event speaker at Leaders in Mobile Growth Melbourne event

Target Australia’s Silvia Ambrose delivered the keynote presentation on mobile growth and omni-channel synergies, exploring Target’s organic app growth strategies and how to adapt to changing consumer habits. 

Image of Target's Silvia Ambrose presenting at the Leaders in Mobile Growth Melbourne event.

Silvia shared Target’s app philosophy: “Build a well-rounded app that is immersive and multifunctional, rather than simply transactional.” She also discussed Target’s investment in driving app user acquisition and engagement from mobile web, email, and SEO

The event also featured a panel discussion on strategies for navigating a changing market landscape. Leaders from Google, RACV, Flybuys, and SEEK all shared insights and unique perspectives on how to drive mobile growth when market dynamics and user behaviors change. 

Photo of a panel discussion at the Leaders in Mobile Growth Melbourne event. The image shows speakers from Google, RACV, Flybuys, and SEEK.

Last but not least, we handed over the floor to our attendees. During the roundtable discussions, attendees shared their own expertise and strategies for mobile growth. We heard tips for improving ROI, how brands are incorporating automation into data collection and analysis, best practices for putting users at the center of brands’ app strategies, and more. 

What we learned: Acquiring and retaining app users is more difficult but more valuable than ever

Across the sessions, we heard common themes: driving users to the mobile app is critical for revenue growth, and organizations are prioritizing becoming more ROI-centric — especially after the last few years of economic instability. We know from Branch’s Mobile Growth survey that app users are over 3x more valuable than non-app users, so it wasn’t surprising to hear that so many brands are laser-focused on growing their app userbase.  

We also heard about app growth challenges and barriers to success. As tech, automation, and privacy regulations disrupt the mobile industry, brands rely on their vendor partners to navigate changes. Understanding user behavior and delivering personalized experiences is key to engaging and retaining app users, but it requires a comprehensive data strategy — another area where brands look to partners like Branch, Amplitude, Iterable, and Movable Ink.

Most importantly, so many of our attendees expressed gratitude for the opportunity to get in the same room as other mobile leaders. The value of knowledge sharing, networking, and learning from others outside your industry cannot be overstated. Thank you to everyone who helped us make LIMG Melbourne a success! 

Want to join the conversation?

Leaders in Mobile Growth (LIMG) is an invite-only community that brings together cross-functional leaders from some of the top companies in mobile. If you would like to apply to join the LIMG community or find out more about upcoming LIMG events, please email [email protected].

Images: Darren K / Event Photos Australia