From "Buy It" to "DYOR": The Crypto Version of Marketing Jargon
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From "Buy It" to "DYOR": The Crypto Version of Marketing Jargon
Web3 marketing starts with a terminology revolution.
Navigating Web3 tides with focused insightsAuthor: Chloe@ Foresight News
Imagine a traditional marketer attending their first Web3 conference—eyes widening at terms like "TVL," "alpha groups," and "staking APY." Yes, that's the dimensional wall between old and new marketing languages. So why not create a "Web2 vs. Web3 Marketing Glossary" as a crypto translator? Upgrade familiar PMF into Tokenomics Fit, turn A/B testing into an on-chain detective game, and give "customer loyalty" an NFT makeover (now called Holder Loyalty). After all, in Web3, if no one in your community says "GM," your project probably hasn’t achieved product-market-tokenomic fit yet.
Web2 vs Web3 Terminology Showdown
Below is the text version of the comparison with detailed use cases in Web3 contexts.
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PMF (Product-Market Fit)
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Tokenomics Fit
The degree to which a project’s token design aligns with its goals, value proposition, and ecosystem participants—driving a positive feedback loop within the ecosystem.
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MVP (Minimum Viable Product)
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MLP (Minimum Lovable Product)
In the Web3 environment where community and engagement are paramount, early user affection matters just as much as viability.
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A/B Testing
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On-chain Analytics
Leverage public on-chain data (wallet behavior, transaction paths, etc.) for precise performance evaluation.
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4P (Product, Price, Place, Promotion): Product, Pricing, Distribution Channels, Promotion
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Product / Token / DEX & CEX & Wallet / Airdrop & Incentives
Core of Web3 projects remains the product; tokens serve as price vehicles; distribution relies heavily on exchanges and wallets; promotion is driven by airdrops, incentives, and community tasks.
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STP (Segmentation, Targeting, Positioning): Market Segmentation – Target Market Selection – Positioning
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Web3 STP: Sector Segmentation, Ecosystem Role Selection, Community Consensus
Community consensus becomes central; positioning often revolves around narratives such as decentralization, ownership, and utility.
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CLV (Customer Lifetime Value)
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HLV (Holder Lifetime Value)
Measures the total value contributed by a token holder during their holding period—through transactions, staking, governance participation, etc.
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CAC (Customer Acquisition Cost)
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Airdrop Cost
Airdrops are a key user acquisition method, making associated costs critical. Beware of sybil attacks undermining authenticity.
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CVR (Conversion Rate)
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On-chain Conversion Rate
The ratio of users completing key on-chain actions (e.g., minting NFTs, participating in staking, cross-chain swaps).
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ROI (Return on Investment)
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ROI (Return on Community / Engagement)
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TVL (Total Value Locked)
Success isn't measured solely by financial returns but also by community activity, governance engagement, and long-term ecosystem contributions. TVL is a core metric for DeFi project health and financial strength.
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KPI (Key Performance Indicator)
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On-chain Metrics
Examples: Daily Active Wallets (DAW), Transaction Volume (TV), Unique Holders, Governance Participation Rate.
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Marketing Funnel (Awareness → Interest → Decision → Action)
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Web3 User Journey: Own/Stake/Govern/Build
Expanded journey: Own → Stake → Govern → Build, with community involvement throughout.
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USP (Unique Selling Proposition)
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Protocol Value Proposition / Token Utility
Differentiation in Web3 lies in protocol-level innovation and real-world applications and value capture mechanisms enabled by the token.
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WOM (Word-of-Mouth Marketing)
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Alpha Groups / CT (Crypto Twitter) / Community Shilling
Relies on discussions and promotions by key figures and core members within encrypted communities, Telegram groups, and Twitter.
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Content Marketing
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Educational Threads / Docs / AMA / Spaces
Web3 content emphasizes education, transparency, and high interactivity—long Twitter threads explaining complex ideas, official documentation, AMAs, live audio discussions.
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Viral Marketing
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Meme Culture / Referral Programs with Token Rewards
Leverages the organic spread of meme culture combined with token-incentivized referral programs to drive viral growth.
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Growth Hacking
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On-chain Growth Hacking
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Play-to-Earn / xx-to-Earn Models
Uses smart contract-automated incentives (airdrop farming, points systems), gas fee optimization, and token mechanics (rebasing, reflections) for rapid scaling. Play-to-Earn is one of Web3’s most innovative and impactful growth models.
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CRM (Customer Relationship Management)
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Blockchain CRM / Community Relationship Management
User segmentation based on on-chain behaviors (NFT holdings, governance votes, staking amounts), enabling精细化 operations via Discord roles, token-gated access, and personalized airdrops.
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Customer Loyalty
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Holder/Staker Loyalty
Maintains core holders and stakers through loyalty NFTs, tiered staking rewards, governance rights, and exclusive access privileges.
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DAU/MAU (Daily/Monthly Active Users)
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DAW/MAW (Daily/Monthly Active Wallets)
Core metrics for measuring on-chain activity; must distinguish between real users and bots.
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User/Buyer Persona
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Holder / Degenerate / Builder / Governor Persona
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Whale / Retail
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LP (Liquidity Provider) / Staker / Governor
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Airdrop Famer / Diamond Hands
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Degens / Believers / Builders / Contributors
Web3 user types are more granular, with diverse motivations (speculation, belief, building, governance). Personas should combine on-chain data with community behavior analysis.
There are many other classic Web3 "slang" terms widely used. Here are some common ones:
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GM (Good Morning) / GN (Good Night) — Greetings to the community
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DYOR (Do Your Own Research) — Do your own due diligence
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ATH (All-Time High) / ATL (All-Time Low) — All-time highest/lowest price
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FOMO (Fear Of Missing Out) — Fear-driven impulsive action
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FUD (Fear, Uncertainty, and Doubt) — Spreading negativity to incite panic
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Rug Pull — Malicious exit scam by project team
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GOAT (Greatest of All Time) — Respect for early adopters
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TBA (To Be Announced) — Coming soon
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WAGMI (We're All Gonna Make It) — Optimistic collective affirmation
Conclusion: Web3 Marketing Starts With a Terminology Revolution
The most magical thing about Web3 marketing? You think you’re selling a product, but users are here to “mine.” You think you’re running promotions—nope, they’re “farming airdrops.” By comparing foundational marketing terms with their Web3 counterparts and analyzing real-world applications, we hope this guide helps traditional marketers grasp Web3-specific concepts and upgrade their strategies accordingly. For instance, “customer acquisition cost” might actually be the budget wasted on an airdrop ruined by sybil attackers, while “word-of-mouth” is really KOLs waging shilling wars on Crypto Twitter. Next time your boss asks, “Why is our CVR so low?” you can calmly reply: “Which CVR—on-chain conversion rate, or how fast people say GM in Discord?”
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