Intuit has a great write up with some top business trends for 2015. Our favorite, a practice called “anti-marketing”:
…instead of focusing all their attention on finding new customers, many of today’s businesses invest effort in identifying the people they don’t want to target. Also known as anti-personas, these customers don’t represent a good fit for your business, and marketing to them will likely be a waste of time. For example, a landscaping company is unlikely to sell its services to someone who lives in an apartment.