How to Use the Gartner Magic Quadrant for Platform Decisions

Erik Huberman Shares How Hawke Media Dominates Marketing Without Playing Fortune 500 Games

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Brent Peterson
January 29, 2026

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How to Use the Gartner Magic Quadrant for Platform Decisions

By Brent W Peterson

Gartner’s Magic Quadrants aren't just marketing badges; they are essential tools for enterprise buyers evaluating technology. They plot vendors based on their "Ability to Execute" today and their "Completeness of Vision" for tomorrow, categorizing them into Leaders, Challengers, Visionaries, and Niche Players.

For digital commerce, two reports matter: Digital Commerce (for transactions) and Digital Experience Platforms (for content). However, being a "Leader" isn't always best; a Niche Player might fit your specific use case better.

To use them effectively, you must look past the chart. Read the vendor-specific strengths and cautions, align them with your company size, and analyze vendor trajectory over time. Crucially, remember the limitations: the reports don't cover every platform, ignore total cost of ownership and implementation partners, and present "negotiated" cautions. Use the MQ as a powerful starting point, but never your sole source of truth.

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Erik Huberman Shares How Hawke Media Dominates Marketing Without Playing Fortune 500 Games

Erik Huberman, founder and CEO of Hawke Media, discusses building a marketing agency that serves challenger brands rather than Fortune 500 companies. With 250 employees and over 6,000 clients served, Erik shares insights on strategic content creation, client selection, and AI's role in marketing. He emphasizes that generative AI undermines consumer trust because it lacks authenticity, while predictive analytics delivers real value. Erik analyzes the current economy as split at the 50% line, with asset owners thriving and the bottom half struggling. This divide creates distinct opportunities for e-commerce and DTC brands heading into the holiday season. Hawke Media now offers GEO optimization services for emerging search platforms.

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