Web3 marketing starts with a revolution in terminology.

Written by: Chloe @ Foresight News

Imagine this: a traditional marketer attending a Web3 conference for the first time, their pupils shaking at the mention of "TVL," "Alpha Groups," and "Staking APY." Yes, this is the dimensional wall between old and new marketing language. Why not compile a "Traditional MKT and Web3 Terminology Correspondence Table" as a "crypto translator," transforming 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 no one in your community is shouting "GM," it might indicate that the project's product, market, and tokenomics have yet to fit.

Web2 vs Web3 Terminology Showdown

Below is the text version of the corresponding content and specific scenarios in Web3.

• PMF (Product-Market Fit)

• Tokenomics Fit

The degree to which the design of the project token aligns with its project goals, value propositions, and ecosystem participants can drive a positive ecological cycle.

• MVP (Minimum Viable Product)

• MLP (Minimum Lovable Product)

In the Web3 environment, which emphasizes community and participation, it is essential not only to be viable but also to seek early user affection.

• A/B Testing

• On-chain Analytics

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

• 4P (Product, Price, Place, Promotion)

• Product / Token / DEX & CEX & Wallet / Airdrop & Incentives

The core of Web3 projects is also the product, with tokens serving as price carriers, and channels relying heavily on exchanges/wallets; promotions are conducted through airdrops/incentives/community tasks.

• STP (Segmentation, Targeting, Positioning)

• Web3 STP Track Segmentation, Ecological Niche Selection, Community Consensus

Community consensus is one of the key points; positioning often revolves around narratives of decentralization, ownership, and utility.

• CLV (Customer Lifetime Value)

• HLV (Holder Lifetime Value)
  Measures the total value contributed by token holders during their holding period (trading, staking, governance, etc.).

• CAC (Customer Acquisition Cost)

• Airdrop Cost

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

• CVR (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).

• ROI (Return on Investment)

• ROI (Return on Community / Engagement)

• TVL (Total Value Locked)

Not only looking at financial returns but also 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)

• On-chain Metrics

Such as: Daily Active Wallets (DAW), Transaction Volume (TV), Unique Holders, Governance Participation Rate.

• Marketing Funnel (Awareness -> Interest -> Decision -> Action)

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

Adding key stages: Own -> Stake -> Govern -> Build, with the community throughout the process.

• USP (Unique Selling Proposition)

• Protocol Value Proposition / Token Utility

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

• WOM (Word-of-Mouth)

• Alpha Groups / CT (Crypto Twitter) / Community Shilling

Relying on the crypto community (KOLs/core members) for discussion and promotion in groups/Twitter.

• Content Marketing

• Educational Threads / Docs / AMA / Space

Explaining complex concepts through long threads, project documentation, and Q&A events.

• Viral Marketing

• Meme Culture / Referral Programs with Token Rewards

Utilizing the natural spread of meme culture + token incentives to drive viral mechanisms.

• Growth Hacking

• On-chain Growth Hacking

• Play-to-Earn / xx-to-Earn

Using smart contracts for automated incentives (airdrop expectations, points), optimizing gas fees, and designing 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)

• Blockchain CRM / Community Relationship Management

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

• Customer Loyalty

• Holder/Staker Loyalty

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

• DAU/MAU (Daily/Monthly Active Users)

• DAW / MAW (Daily/Monthly Active Wallets)

Core indicators of on-chain activity, needing to distinguish between real users and bots.

• User/Buyer Persona

• Holder / Degenerate / Builder / Governor Persona

• Whale / Retail

• LP (Liquidity Provider) / Staker / Governor

• Airdrop Farmer / Diamond Hands

• Degens / Believers / Builders / Contributors

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

There are many other classic "jargon" unique to Web3; here are some commonly used ones.

• GM (Good Morning) / GN (Good Night) Greeting 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) Fear of missing out, blindly following

• FUD (Fear, Uncertainty, and Doubt) Overemphasizing negatives, creating panic

• Rug Pull The project owner maliciously acts, absconding with funds

• GOAT (Greatest of All Time) Respect for early holders

• TBA (To Be Announced) To be determined, coming soon

• WAGMI (We're All Gonna Make It) We will all succeed

Summary: Web3 Marketing Starts with a Revolution in Terminology

The most magical aspect of Web3 marketing is that you think you are there to sell products, but users are there to "mine"; you think you are doing promotions, but they are actually "Farming airdrops." By comparing basic terminology with specific Web3 scenarios, we hope to help more traditional marketers understand the unique concepts of Web3, thereby upgrading more critical Web3 marketing strategies. For example, discovering that "customer acquisition cost" in the on-chain world might equal a botched airdrop due to a witch attack, while "word-of-mouth marketing" is actually KOLs launching a Shilling war on crypto Twitter. Next time when the boss asks, "Why is our CVR so low?" you can elegantly respond, "Are you referring to the on-chain conversion rate or the GM spam in Discord?"

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