From "Buy it" to "do your own research (DYOR)": The encrypted version of marketing jargon.

When marketers start talking in "encryption jargon".

Written by: Chloe@ Foresight News

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

Web2 vs Web3 Terminology Showdown

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

• PMF (Product-Market Fit) product-market fit
• Tokenomics Fit

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

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

In the Web3 environment, which emphasizes community and participation, it is important not only to be feasible but also to seek the favor of early users.

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

Use 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, tokens serve as price carriers, and channels mainly rely on exchanges/wallets; 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 focuses; positioning often revolves around narratives such as decentralization, ownership, and utility.

• CLV (Customer Lifetime Value) User Lifetime 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

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

• CVR (Conversion Rate) User Conversion Rate
• On-chain Conversion

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

• ROI (Return on Investment) investment return rate
• ROI (Return on Community / Engagement) Community Return Rate / Engagement Return Rate
• TVL (Total Value Locked) Total Value Locked

Not only focusing on financial returns, but also on the long-term value brought by community activity, governance participation, and ecological contributions. 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.

Interest

• Web3 User Journey: Own/Stake/Govern/Build Web3 User Journey

Stake

• 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) to promote discussions in groups/Twitter.

• Content Marketing 内容营销
• Educational Threads / Docs / AMA / Space explaining complex concepts long posts / project documentation / Q&A activities

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

• Viral Marketing
• Meme Culture / Referral Programs with Token Rewards 模因文化 / 带代币激励的推荐计划

Utilizing the natural传播力 of meme culture + a fission mechanism driven by token incentives.

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

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

• CRM (Customer Relationship Management) Customer Relationship Management
• Blockchain CRM / Community Relationship Mgmt Blockchain CRM / Community Relationship Management

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

• 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 differentiate between real users and bots.

• User/Buyer Persona
• Holder / Degenerate / Builder / Governor Persona
• Whale / Retail large-scale investors / individual investors
• LP (Liquidity Provider) / Staker / Governor liquidity provider / staker / governance participant
• Airdrop Famer / Diamond Hands Airdrop Hunter / Long-term Holder
• Degens / Believers / Builders / Contributors

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

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

• GM (Good Morning) / GN (Good Night) Greetings to the community in the morning / evening
• DYOR (Do Your Own Research) 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) is the fear of missing out and blindly following trends.
• FUD (Fear, Uncertainty, and Doubt) excessively exaggerates negativity and creates panic.
• Rug Pull project initiator commits evil deeds, absconds with funds.
• GOAT (Greatest of All Time) pays tribute to early holders
• TBA (To Be Announced) Pending, will be announced soon
• WAGMI (We're All Gonna Make It) We will all succeed

Summary: Web3 Marketing Starts with a Terminology Revolution

The most magical aspect of Web3 marketing is that you think you are there to sell products, but the users are there 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, and thus upgrade to more critical Web3 marketing strategies. For example, discovering that the "customer acquisition cost" in the on-chain world may equal an airdrop ruined by a witch attack, while "word-of-mouth marketing" is actually KOLs launching a Shilling war on crypto Twitter. Next time the boss asks "Why is our CVR so low?" you can elegantly respond: "Are you referring to on-chain conversion rates or the GM spamming in Discord?"