From “Buy It” to “DYOR”: The Crypto Spin on Marketing Buzzwords

Imagine this: a traditional marketer attending a Web3 conference for the first time, their pupils shaking upon hearing “TVL,” “alpha groups,” and “staking APY.” That’s right, this is the dimensional wall between old and new marketing language. Why not compile a “Traditional Marketing and Web3 Terminology Correspondence Table” as a “encryption translator,” supplementing familiar PMF into Tokenomics Fit, turning A/B testing into an on-chain detective game, and even dressing “customer loyalty” in an NFT vest (now called Holder Loyalty). After all, in Web3, if there’s no one in your community shouting “GM,” it might indicate that the product, market, and token economics of this project haven’t fit yet.

Web2 vs Web3 Terminology Showdown

The following is the text version of the corresponding content and a specific analysis of the scenarios in Web3.

• PMF (Product-Market Fit)
• Tokenomics Fit

The design of the project’s token and its alignment with the project’s goals, value propositions, and the degree of matching with ecosystem participants can drive a positive cycle in the ecosystem.

• MVP (Minimum Viable Product)
• MLP (Minimum Lovable Product)

In the Web3 environment, which particularly emphasizes community and participation, it is essential not only to be feasible but also to pursue the affection of early users.

• A/B Testing A/B Testing
• On-chain Analytics On-chain Analytics

Utilize on-chain public data (wallet behavior, transaction paths, etc.) for precise effect evaluation.

• 4P (Product, Price, Place, Promotion) marketing mix: product, price, channel, promotion
• Product / Token / DEX & CEX & Wallet / Airdrop & Incentives 产品 / 代币 / 去中心化或中心化交易所和钱包 / 空投和激励

The core of Web3 projects is also the product, and tokens are also the price carriers. Channels primarily rely on exchanges/wallets, etc.; promotions are carried out through airdrops/incentives/community tasks.

• STP (Segmentation, Targeting, Positioning) market segmentation - target market selection - market positioning
• Web3 STP Track segmentation, ecological niche selection, community consensus

Among them, community consensus is one of the key points; positioning often revolves around narratives such as decentralization, ownership, and utility.

• CLV (Customer Lifetime Value) user lifecycle value
• HLV (Holder Lifetime Value) measures the total value contributed by token holders to the ecosystem during their holding period (trading, staking, governance, etc.).
• CAC (Customer Acquisition Cost) User Acquisition Cost
• Airdrop Cost 空投成本

Airdrops are one of the means to acquire users, and the cost involved is a key component; at the same time, one must be vigilant about the impact of witch attacks on authenticity.

• CVR (Conversion Rate) user conversion rate
• On-chain Conversion On-chain Conversion Rate

The ratio of users completing key on-chain actions (such as minting NFTs, participating in staking, completing cross-chain activities, etc.).

• ROI (Return on Investment)
• ROI (Return on Community / Engagement) Community Return Rate / Participation Return Rate
• TVL (Total Value Locked) total locked value

Not only look at financial returns, but also pay more attention to the long-term value brought by community activity, governance participation, ecological contribution, etc. TVL is a key financial and ecological health indicator for DeFi projects.

• KPI (Key Performance Indicator) key performance indicator
• On-chain Metrics

For example: Daily Active Wallets (DAW), Trading Volume (TV), Unique Holders, Governance Participation Rate

• Marketing Funnel Marketing Funnel (Awareness -> Interest -> Decision -> Action)
• Web3 User Journey: Own/Stake/Govern/Build Web3 User Journey

Increase key links: Own -> Stake -> Govern -> Build, the community runs through the whole process.

• USP (Unique Selling Proposition) unique selling point
• Protocol Value Proposition / Token Utility

The core differentiation of Web3 on-chain projects lies in the innovation of underlying protocols and the actual application scenarios and value capture capabilities of tokens.

• WOM (Word-of-Mouth) marketing
• Alpha Groups / CT (Crypto Twitter) / Community Shilling Alpha Groups / Twitter / Community Promotion

Rely on the encryption community (KOL/core members) for discussion promotion in groups/Twitter.

• Content Marketing
• Educational Threads / Docs / AMA / Space Explanation of Complex Concepts Long Posts / Project Documentation / Q&A Events

Web3 content emphasizes educational value, transparency, and high interactivity.

• Viral Marketing Viral Marketing
• Meme Culture / Referral Programs with Token Rewards Meme Culture / Referral Programs with Token Rewards

Utilizing the natural transmission power of meme culture + a fission mechanism driven by token incentives.

• Growth Hacking 增长黑客
• On-chain Growth Hacking On-chain Growth Hacking
• Play-to-Earn / xx-to-Earn earn while playing and similar mechanisms

Automate incentives (airdrop expectations, points) using smart contracts, optimize Gas fees, and design token mechanisms (elastic supply Rebase, dividend Reflection) for rapid growth. Among them, Play-to-Earn is one of the innovations and important growth models in Web3.

• CRM (Customer Relationship Management) customer relationship management
• Blockchain CRM / Community Relationship Mgmt Blockchain CRM / Community Relationship Management

Layered users based on on-chain behavior data (such as NFT holdings, governance voting, staking volume), and conduct refined operations and incentives through Discord roles, token gating, and personalized airdrops.

• Customer Loyalty Customer Loyalty
• Holder/Staker Loyalty

Maintain core holders/stakers through loyalty NFTs, tiered staking rewards, governance rights, and exclusive access.

• DAU/MAU (Daily/Monthly Active Users) daily/monthly active users
• DAW / MAW (Daily/Monthly Active Wallets) Daily Active Wallets / Monthly Active Wallets

The core metric of on-chain activity, which needs to distinguish between real users and bots.

• User/Buyer Persona 用户 / 买家画像
• Holder / Degenerate / Builder / Governor Persona Holder / High Risk Taker / Builder / Governance Participant Profile
• Whale / Retail Large-cap investors / Retail investors
• LP (Liquidity Provider) / Staker / Governor Liquidity Provider / Staker / Governance Participant
• Airdrop Famer / Diamond Hands Airdrop Hunter / Long-term Holder
• Degens / Believers / Builders / Contributors Speculators / Believers / Builders / Contributors

Web3 user types are more segmented, with significant differences in behavioral motivations (speculation, belief, construction, governance participation, etc.), and the profiling needs to combine on-chain data and community behavior.

There are many other classic “jargon” exclusive to Web3, here are some commonly used ones.

• GM (Good Morning) / GN (Good Night) Greetings to the community in the morning / evening
• do your own research (DYOR) do your own research, take responsibility yourself
• ATH (All-Time High) / ATL (All-Time Low) Historical Highest Price / Lowest Price
• FOMO (Fear Of Missing Out) afraid of missing out, blindly following the trend
• FUD (Fear, Uncertainty, and Doubt) overemphasizes negativity and creates panic.
• Rug Pull The project owner acts maliciously, absconding with funds.
• GOAT (Greatest of All Time) A tribute to early holders
• TBA (To Be Announced) Pending, to be announced soon
• WAGMI (We’re All Gonna Make It) We will all succeed

Summary: Web3 marketing begins with a terminology revolution.

The most magical aspect of Web3 marketing is that you think you are selling products, but users are actually coming to “mine”; you think you are doing promotions, but in fact they are “Farming airdrops”. By comparing basic terminology and analyzing specific Web3 scenarios, I hope to help more traditional marketers understand the unique concepts of Web3, thereby upgrading more critical Web3 marketing strategies. For example, discovering that the “Customer Acquisition Cost” in the on-chain world may equal an airdrop that was ruined by a witch attack, while “Word-of-mouth marketing” is actually KOLs launching Shilling wars on crypto Twitter. Next time your boss asks, “Why is our CVR so low?”, you can elegantly retort, “Are you referring to the on-chain conversion rate or the GM spamming in Discord?”

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