The marketing stack at an independent property is usually four subscriptions that do not know about each other: a messaging tool, a website, a review request service and a points scheme.
The cost is not the fees. It is that none of them can see the stay. The review request goes out to a guest who checked out early and complained. The points are awarded from a spreadsheet a fortnight later. The website advertises a room type the property stopped selling.
When these run on the same guest record, each becomes a consequence of something that actually happened. Feedback is tied to the visit it is about. Points settle when the bill settles. The site shows the inventory the desk is selling.
None of it is a separate marketing tool to learn, which for a property with no marketing department is the difference between using it and not.