PMF (Product-Market Fit): Product-Market Fit

· Tokenomics Fit: Tokenomics Compatibility

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

· MVP (Minimum Viable Product): Minimum Viable Product

· MLP (Minimum Lovable Product): Minimum Lovable Product

In environments that emphasize community and participation in Web3, beyond feasibility, early user affection is also pursued.

· A/B Testing: A/B Testing

· On-chain Analytics: On-chain Analysis

Using publicly available on-chain data (wallet behavior, transaction paths, etc.) for precise effectiveness evaluation.

· 4P (Product, Price, Place, Promotion): Marketing Mix: Product, Price, Channel, Promotion

· Product / Token / DEX & CEX & Wallet / Airdrop & Incentives: Product / Token / Decentralized or Centralized Exchanges and Wallets / Airdrops and Incentives

The core of Web3 projects is the product; tokens are also a price carrier; channels mainly rely on trading platforms / wallets; promotion relies on airdrops / incentives / community tasks.

· STP (Segmentation, Targeting, Positioning): Market Segmentation - Target Market Selection - Market Positioning

· Web3 STP: Track Segmentation, Niche Selection, Community Consensus

Community consensus is one of the key focuses; positioning often revolves around narratives like Decentralization, Ownership, and Utility.

· CLV (Customer Lifetime Value): Customer Lifetime Value

· HLV (Holder Lifetime Value): Holder Lifetime Value, measuring the total value contributed to the ecosystem by token holders during their holding period (transactions, staking, governance, etc.).

· CAC (Customer Acquisition Cost): Customer Acquisition Cost

· Airdrop Cost: Airdrop Cost

Airdrops are one of the methods to acquire users; the associated costs are a key component; also, be cautious of the impact of sybil attacks on authenticity.

· CVR (Conversion Rate): User Conversion Rate

· On-chain Conversion: On-chain Conversion Rate

The rate at which users complete key on-chain actions (such as minting NFTs, participating in staking, cross-chain operations, etc.).

· ROI (Return on Investment): Return on Investment

· ROI (Return on Community / Engagement): Community Return / Engagement Return

· TVL (Total Value Locked): Total Value Locked

Not only focusing on financial returns but also on long-term value brought by community activity, governance participation, and ecosystem contributions. TVL is a key financial and ecosystem health indicator in DeFi projects.

· KPI (Key Performance Indicator): Key Performance Indicator

· On-chain Metrics: On-chain Metrics

Examples include: 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

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

· USP (Unique Selling Proposition): Unique Selling Point

· Protocol Value Proposition / Token Utility: Protocol Value Proposition / Token Utility

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

· WOM (Word-of-Mouth): Word-of-Mouth Marketing

· Alpha Groups / CT (Crypto Twitter) / Community Shilling: Alpha Groups / Twitter / Community Promotion

Relying on discussions and promotion within crypto communities (KOLs / core members) on groups / Twitter.

· Content Marketing: Content Marketing

· Educational Threads / Docs / AMA / Space: Explaining complex concepts via long-form threads / Project documentation / Q&A sessions

Web3 content emphasizes education, transparency, and high interactivity.

· Viral Marketing: Viral Marketing

· Meme Culture / Referral Programs with Token Rewards: Meme Culture / Referral Programs with Token Incentives

Leveraging the natural virality of meme culture combined with token incentives to drive viral growth.

· Growth Hacking: Growth Hacking

· On-chain Growth Hacking: On-chain Growth Hacking

· Play-to-Earn / xx-to-Earn: Play-to-Earn and similar mechanisms

Using smart contracts to automate incentives (airdrops, points), optimize gas fees, and design token mechanisms (elastic supply Rebase, reflection dividends) for rapid growth. Play-to-Earn is one of the innovative and key growth models in Web3.

· CRM (Customer Relationship Management): Customer Relationship Management

· Blockchain CRM / Community Relationship Mgmt: Blockchain CRM / Community Relationship Management

Layering users based on on-chain behaviors (NFT holdings, governance votes, staking amounts), and conducting refined operations and incentives via Discord roles, token gating, and personalized airdrops.

· Customer Loyalty: Customer Loyalty

· Holder/Staker 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): Daily / Monthly Active Users

· DAW / MAW (Daily/Monthly Active Wallets): Daily Active Wallets / Monthly Active Wallets

Core indicators of on-chain activity; need to distinguish real users from bots.

· User/Buyer Persona: User / Buyer Persona

· Holder / Degenerate / Builder / Governor Persona: Holder / High-Risk Tolerance / Builder / Governance Participant Personas

· Whale / Retail: Large 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 granular, with diverse behavioral motivations (speculation, faith, construction, governance participation); personas should be combined with on-chain data and community behavior.

Other classic “Web3 jargon” also exists; here are some commonly used terms.

· GM (Good Morning) / GN (Good Night): Greeting the community in the morning/evening

· DYOR (Do Your Own Research): Do your own research, take responsibility

· ATH (All-Time High) / ATL (All-Time Low): Historical highest / lowest price

· FOMO (Fear Of Missing Out): Fear of missing out, blindly following trends

· FUD (Fear, Uncertainty, and Doubt): Overhyping negative news, creating panic

· Rug Pull: Project maliciously pulls out, runs away with funds

· GOAT (Greatest of All Time): Respect for early holders

· TBA (To Be Announced): To be announced, upcoming release

· 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’re selling a product, but users are there to “mine”; you think you’re doing promotion, but they are “farming airdrops.” By comparing basic terminology and analyzing specific Web3 scenarios, this aims to help more traditional marketers understand Web3’s unique concepts and upgrade to more critical Web3 marketing strategies. For example, “user acquisition cost” in the on-chain world might equal an airdrop messed up by a sybil attack, while “word-of-mouth marketing” is actually KOLs launching shilling wars on crypto Twitter.