Dr Martin Williams, FCIM., is a world expert in Word-of-Mouth management. Martin gained his doctorate at Macquarie University. He has over 30 years experience in advertising and marketing on three continents and has held leadership positions in advertising, direct marketing, customer relationship management, online marketing and fundraising. Martin co-founded and was CEO of Australia’s leading direct marketing agency Cartwright Williams and CW Database Services, one of Australia's first Big Data agencies, working with clients that included Apple, Microsoft, Hewlett Packard, Lend Lease/MLC, ANZ and Mars Group and Unilever, which were sold to Leo Burnett Advertising in 2002. He was awarded Australian Direct Marketer of the Year 1997. He also headed CRM leader Customer Futures in Australia. Martin was chair of the Salvation Army Red Shield Appeal Direct Marketing Advisory Committee from 2000-2012, and Residential Director for 4 years prior. In 2008 he was elected a governor of University of Sydney Medical Foundation. Martin is the academic Director of the International Advertising Association, and leader of the IAA 'Big Idea' Competition at UTS. In addition to academic writing he is author of Interactive Marketing and is currently compiling a text on word-of-mouth (and word-of-mouse) management.
Fellow of the Chartered Institute of Marketing, 1991. Graduate of the Chartered Institute of Marketing, 1980.
Australian Direct Marketer of the Year 1997.
Fellow of the Australian Institute of Company Directors, gaining their CDC Diploma in 1997/University of Sydney Graduate School of Business.
Academic Director of the International Advertising Association (IAA) 2015. Member of the Sculpture Society NSW.
Areas of research interest are in public communications, both visual and management of word-of-mouth(WOM) and eWOM. Particular interest has been research in retail communications, and now in health, particularly anti-tobacco communications amongst marginalised societies. Other research areas are in corporate communication using works of art with a recent emphasis towards Indigenous artists. Martin is also a sculptor and is a member of the Sculpture Society NSW.
All advertising subjects at under-graduate level and marketing and advertising, integrated corporate communications at post graduate Masters level.
Williams, M 1997, Interactive Marketing Building Loyalty One to One.
Second edition of a guide for business people, designed to show how to blend good marketing techniques into effective, fully integrated, offer-driven campaigns.
Williams, M 1994, Interactive Marketing - How to use offer-driven advertising, database marketing and sales promotion to create maximum action, By Martin Williams, Prentice Hall, Australia.
Biggemann, S, Williams, M & Kro, G 2014, 'Building in sustainability, social responsibility and value co-creation', Journal of Business and Industrial Marketing, vol. 29, no. 4, pp. 304-312.View/Download from: UTS OPUS
– This paper aims to address the question of how value can be created through social responsibility programs or other means, so that sustainability is achieved through increasing stakeholders' participation in the process of design and selection of such programs, so that transparency is maximised and trust can be built with the lasting benefits of co-creation of value.
– This paper studies the relationship between sustainability, corporate social responsibility, and value co-creation based on qualitative research data gathered from two embedded case studies. The first case study in a large mining company operating in New Zealand and the second case study is based on the New Zealand Merino Company.
– Findings of this research suggest that sustainability is built with the participation of many interconnected entities, that is, suppliers, manufacturers, retailers, or more generally stakeholders whose actions are fostered by social responsibility that fuels the pride, trust, and consistency of the members of the value chain. Value in all forms – functional value, hedonic value, symbolic value and cost value – is a recurrent theme in this research data; however it is value co-creation, working together, living up to the values that their products and services promise that ultimately supports sustainability.
– This paper shows how the scope of sustainability has broadened from environmental matters to include other topics such as good corporate citizenship, business relationships and the value that is created and shared, not only with shareholders, but also within a wider community of stakeholders.
Williams, M & Buttle, F 2014, 'Managing negative word-of-mouth: an exploratory study', Journal of Marketing Management, vol. 30, no. 13-14, pp. 1423-1447.View/Download from: UTS OPUS or Publisher's site
This exploratory study investigates how executive-level and functional managers in three large organisations understand and respond to negative wordof-mouth (NWOM). The findings, based principally on analysis of 54 interviews over 3 years, show that organisations devote far more resources to the management of NWOM than they do to the promotion of positive word-of-mouth. Marketing and other customer-facing work groups play varied roles in organisational response to NWOM, which often involves complaints management and crisis management. We find that senior management,marketing, sales, advertising, PR and contact-centre staff all have different fears about NWOM and therefore respond to it in various ways. Our recommendations for better management of NWOM stress three points leadership, organisational readiness and public relations management.
Williams, M & Buttle, F 2013, 'Managing Word-of-Mouth: A Nonprofit Case Study', Journal of Nonprofit & Public Sector Marketing, vol. 25, no. 3, pp. 284-308.View/Download from: UTS OPUS or Publisher's site
Word-of-mouth (WOM) is an important influence on the opinions of donors and their donation behaviors. Against a background of more professional donor relationship management, we investigate about how, if at all, nonprofits (NP) manage WOM. We report an in-depth case study of a single NP. We find that there is widespread appreciation that WOM influences NP performance indirectly through its impact on donor acquisition, donor loyalty, and organizational reputation. Whilst the organization employs networking and WOM practices, it stresses the reduction of negative WOM (NWOM) rather than the promotion of positive WOM (PWOM). Crisis management dominates the NP's WOM-related thinking. We find that PWOM emanates from many organizational influences including donor satisfaction, the welfare service itself, networking practices, external suppliers, alliances, its officers and communication practices including both advertising and public relations. We apply a new model, the eight pillars of WOM, to our analysis of WOM management in the case organization.
This paper explores the relationship between customer-generated word-of-mouth (WOM) and corporate reputation. After a concise literature review, we present several insights from case study analysis of three organizations. Our main finding is that customer dissatisfaction and negative word-of-mouth (NWOM) are thought to have strong downside consequences for corporate reputation. Yet, positive WOM does not appear to have equivalent upside significance for corporate reputation. NWOM often occurs as customers express dissatisfaction because of substandard customer service. However, it is when these issues or other negatively connoted stories find their way into the public domain with the potential of wider electronic WOM spread through the Internet that reputation suffers. Fear of reputational damage causes great anxiety to the organizations' senior management. Reputations are shown to be fragile. Damage limitation strategies are implemented in all three organisations.
Williams, M & Buttle, F 2011, 'The Eight Pillars of WOM Management: Lessons from a multiple case study', Australasian Marketing Journal, vol. 19, no. 2, pp. 85-92.View/Download from: UTS OPUS or Publisher's site
Although word-of-mouth (WOM) has long been seen as an important influence on customer attitude, intention and behavior, very little is known about how, if at all, organisations manage this phenomenon. This paper reports how a sample of service organisations manages WOM. Using a case study approach, we find that there is a widespread appreciation that WOM influences organisational performance indirectly through its impact on customer acquisition, customer loyalty, and organisational reputation. However, our sampled organisations devote considerably more attention, energy and resources to the mitigation of the effects of negative WOM than to the promotion of positive WOM. Two particular processes dominate in this regard complaints management and crisis management. We find that positive WOM emanates from many organisational influences including, inter alia, the product or service itself, innovation, service-beyond-expectation, networking, external suppliers and communication practices, including advertising and public relations. We present a new model, dubbed The Eight Pillars of WOM, that can be used to identify, interrogate and manage organisational processes that influence both negative and positive WOM.
Williams, DM & Toth, Z 2019, 'Embracing the causal complexity of intersectionality: Introducing a configurational perspective using fuzzy set Qualitative Comparative', British Management Academy 2019, Aston University, United Kingdom.
Toth, Z & Williams, DM 2018, 'Gender, Work and Organisation International Interdisciplinary Conference 2018', Program, Gender, Work and Organisation International Interdisciplinary Conference, Emerald, Sydney.
Female entrepreneurs often face gendered entrepreneurial challenges when they navigate in often male-dominated business environments. Intersections of gender and business culture are likely to contribute to how female entrepreneurs define success and construct their own entrepreneurial narratives. This research aims to investigate female entrepreneurial narratives of success and challenges, with special regard to the construction of female entrepreneurial archetypes. The theoretical underpinning of this study is Acker's work on gendering organizational theory as well as archetype theory. Based on personal entrepreneurial stories written by more than 150 female entrepreneurs in the United Kingdom, narrative analysis identified four entrepreneurial archetypes outlined and related entrepreneurial solution scenarios. Several women adhered to traditional constructions of masculinity in their reflections on their entrepreneurial experiences but there are others who combined masculine, feminine as well as sometimes queer attributes. Overall, the results highlighted a diverse picture about gendered entrepreneurial archetypes among female entrepreneurs that signal the need for a more fine-grained approach in start-up support for female entrepreneurs.
Williams, DM 2018, 'Gendered Entrepreneurial Archetypes of Female Entrepreneurs', The 2018 Gender, Work and Organisation 10th Biennial International Interdisciplinary Conference, Hyatt Regency, Sydney.
Toth, Z, Williams, M, Biggemann, S & Williams, M 2016, 'Long-term intended and unintended effects of interaction in networks', Conference Papers in Marketing, 32nd IMP Conference, Poznan, Poland.View/Download from: UTS OPUS
The accumulated effects of interaction where parties engage in exchange and interpretation of acts explain the development of the relationship between organisations. The effects of such interaction are in general observable within the dyad, however, in the extended network they are more complicated and sometimes impossible to observe beyond the dyad. This research studies the effects of interaction both within the dyad and within the extended network, drawing on single case study of traveling exhibitions organised by Te Papa Museum in New Zealand and touring for the last eight years through a number of museums in USA and Canada.
We find that in the context of exchanging less tangible offerings, the parties require lower levels of trust between one another to assume risks to engage in interaction. Such interaction, instead, increases the sense of obligation to reciprocate that results in demonstrations of commitment that over time appear to spill over other parties in the extended network. These parties follow a demonstration of commitment towards the organisation, making observable the effects of interaction in networks.
Williams, M, Toth, Z & Biggemann, S 2015, 'The network value of fine arts – the role of large museums in supporting the network capabilities of their organisational partners', 7th International Conference on Business Market Management (BMM) in London, International Conference on Business Market Management (BMM), St Mary's, London.View/Download from: UTS OPUS
Williams, M & Allan, J 2014, 'Smoke signals: An investigation of anti-smoking communication withinmarginalised communities within the health system. An outline researchproposal', Australia New Zealand Marketing Academy, ANZMAC 2014, Brisbane, Griffith University, Brisbane.View/Download from: UTS OPUS
Purpose: This paper outlines a case for investigation of why current anti-smoking
advertising and promotional messaging is not having positive effects amongst
smokers within the health system who are marginalised and experience mental
Design/methodology/approach: It is proposed that a case study approach be adopted
using qualitative research amongst respondents from within the Brisbane Health
system, using a semi-structured questionnaire with appropriate communication
Originality/value: Previous research demonstrates anti-smoking messaging is having
effects on smoking cessation amongst the general population. However, smokers
who are marginalised within the health system appear not to be responding to
health warnings and anti-smoking advertising messaging. No research is available
on why current anti-smoking messaging is having minimal resonance and effects
amongst this group. This qualitative study will offer opportunities for leadership
and application of best practice communication in helping people make a truly
informed choice about tobacco.
Williams, DM & Biggemann, S 2013, 'The communication effects of art on corporate reputation: An exploratory study', ANZMAC 2013, Australian and New Zealand Marketing Academy Conference, ANZMAC, Auckland, NZ.View/Download from: UTS OPUS
This paper explores how the use of art and the role of the artist impacts on corporate
reputation and business success. Drawing on data from two retailers this
research finds that the use of art in communication has significant impact on corporate reputation and business success. Data suggest that artwork can be used in four ways: (1) as a basis of the design of merchandise being marketed, (2) as a form of advertising synonymous with the product, and (3) as a method of stimulating PR, controversy and word of mouth in the community and (4) the establishment of a unique identity. It is argued that each of these behaviours has contributed to these firms¿ corporate re
putations and that in the process emergent goodwill has developed surrounding the artists and their work. Of particular value was the contribution the artists themselves lent to the brand¿s identity, image and corporate reputation
Williams, M 2012, 'Art Appropriation in an Australian Advertising Landscape: A qualitative research case study', ANZMAC Conference, Australian and New Zealand Marketing Academy Conference, Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University, Adelaide Hilton, Adelaide, South Australia.View/Download from: UTS OPUS
Williams, M & Buttle, F 2011, 'Connecting Word-of-Mouth to Corporate Reputation', Conference proceedings of ANZMAC 2011, Australian and New Zealand Marketing Academy Conference, School of Marketing, Faculty of Business & Law, Tourism and Leisure, Edith Cowan University, Perth Convention Exhibition Centre, Perth, Western Australia.View/Download from: UTS OPUS
Williams, DM, 'Man and horse (after Marini 1953)', Director's Choice Exhibition, Clara Street Gallery.
Sculpture 24cm x 15cm x 17cm