Competitive advantage: what digital tools are going to be used in 2021 to give brands an edge?

I think about this a lot, so here are 5 platforms that I see having a real tangible effect on Digital Marketing in 2021.

Google trends
Pros:
- Free
- Google's data (#1 website by traffic)
- Very simple to use

Cons:
- Basic functionality
- Limited demographics
- Not so smart data (no actionable insights)

Facebook Audience Insights
Pros:
- Free access
- Facebook's data (#3 website by traffic)
- Insightful

Cons:
- Slightly difficult to use (too many filters)
- Pre-determined search vs Free search
- Only Facebook data (Not IG, TikTok, Twitch, Reddit...)

BrandWatch
Pros:
- Social Media (IG, Twitter...)
- Smart use of AI and ML
- Consultancy projects

Cons:
- EXPENSIVE (£41.000/year (min.))
- Difficult to use: BW Expert in-house.
- Coding Skills?

Google News
Pros:
- Free
- Data Across all big Media Publishers
- Very simple to use

Cons:
- Basic functionality
- No Enhanced data (top mentions, top entities, news sentiment, news clustering, and summary)
- Not available in all Countries

TrendLab.io (GoogleTrends on steroids)
Pros:
- Data across Social Media (IG, TikTok, Twitch, Twitter...), Google data, global and local News and blogs.
- Identify trends and provide Market Intelligence and Customer Insights reports.
- Smart Data that is very simple to use

Which of the mentioned tools have you already tried? Please, drop your thoughts, ideas, or products in the comments below.