Imagine that you’re home on a sick day with nothing but cable and a box of Kleenex to keep you company. What’s on TV? Between shows, you’ll see a slew of worker compensation ads, LifeAlert  and Hoveround commercials, and online classes that promise you a better future. You don’t see as many of those commercials when you’re normally home in the evening. Those advertisements are targeted to people who are generally home during the day: people who aren’t working, the elderly, the unemployed, and stay-at-home parents. Those commercials show dayparting at work, a marketing technique that is just as important to your mobile marketing strategy as it is for television. Dayparting refers to parting the day into sections and then tailoring your marketing plan accordingly. Arbiton, an American audience measurement ratings service, created a five-section day. morning drive time (6–10am) midday (10am–3pm) afternoon drive (3–7pm), evenings (7:00pm–Midnight) and overnight (Midnight–6am) Each phase of the day is a distinct opportunity to reach your audience. It’s about sending the right message at the right time, which means you won’t be sending the same message to everyone all of the time. This marketing approach is light years better than static billboards and significantly better than your best-conceived commercial or online banner. To create your gameplan, ask yourself a few basic marketing questions (again) in greater detail. To Whom Dayparting offers hyper-local, extremely customized marketing experiences for consumers. To reap the greatest rewards, think about disparate subgroups within your audience base. An athletics supplier, for example, might consider text ads for teenage girls after school hours or in-app ads for young adultmales right before bedtime as they’re winding down for the day. The more that you understand even the smallest group in your demographic, the better your chances...