Research by SEMPO has revealed the top tactics used by digital marketers in 2016. The study found that search engine optimisation was the most popular tactic, followed by paid search advertising. Social media advertising and social media marketing came in third and fourth place, followed by digital display marketing, with email marketing coming in last place. The study also found that whilst the popularity of search engine marketing remained fairly steady, the popularity of social media advertising increased quite dramatically between 2015 and 2016. The results show that social media is becoming an increasingly important part of digital marketing.