Investigating the readiness of South African digital marketers to adapt to the metaverse as a marketing channel

Abstract

This study investigates the readiness of South African digital marketers to adapt to the Metaverse as a marketing channel. Qualitative research examines how well digital marketers understand and are ready to adopt the Metaverse, revealing a clear gap between basic awareness and the detailed knowledge needed for practical application. While the Metaverse is recognised for its potential to create innovative marketing strategies and open new revenue streams, the findings in this study highlight a need for a deeper understanding and strategic approach to integrating this virtual space into marketing plans. The research also explores the fundamental understanding of the Fourth Industrial Revolution (4IR) and its key technologies like artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), which are crucial for navigating the Metaverse. It also identifies significant barriers to adopting the Metaverse in South Africa, such as high data costs and issues with technology access, indicating that while there is a basic awareness, a structured approach, backed by specific knowledge and skill development, is vital to fully utilise its potential as a marketing channel. In addition to highlighting the potentials and challenges in the Metaverse, the study also sets the stage for future research in this dynamic area. It emphasises the need for marketers to not only understand but also skilfully navigate the technologies and skills intrinsic to the Metaverse to fully unlock its marketing potential. Moreover, the study explores various ways the metaverse can be used, navigated and optimised in the marketing field, especially within South Africa's unique socio-economic context.