Interview: Digital communication needs new formats in the construction and concrete industry

Digital communication, new distribution channels, and the use of artificial intelligence are also fundamentally changing the concrete and construction industry. TalkConcrete | Digital Hub, which will take place for the first time on March 11 and 12, 2026, as part of BetonTage in Ulm, is creating a new platform that focuses specifically on marketing, PR, and sales managers. In an interview with BFT international, Denny Bakirtzis, co-managing director of the industry agency TalkConcrete and program manager of the Digital Hub, explains the goals of the new format, the content focus, and why the hub is deliberately designed to be independent of specific building materials.

BFT international: Mr. Bakirtzis, with TalkConcrete | Digital Hub, you have initiated a new event format in the context of BetonTage. What was the trigger for this?

Denny Bakirtzis: For some time now, we have been experiencing profound changes in marketing, sales, and PR. Digital platforms, new content formats, and AI-supported tools are massively changing the way we work and our expectations. At the same time, there has been no place where these topics can be discussed in a structured, practical, and specific way for the concrete industry and the broader construction industry. Now there is such a place.

BFT international: How does the Digital Hub differ from traditional trade conferences?

Bakirtzis: For one thing, TalkConcrete | Digital Hub is dialogue- and application-oriented. When it comes to working with AI tools in marketing, we rely on step-by-step breakouts, i.e., step-by-step instructions that can be replicated in everyday office life.

Interactive how-to workshops show in a hands-on manner how to set up your own podcast format, for example. When it comes to strategic content, we let those who can demonstrate best practices in marketing and are already brand ambassadors in digital networks speak for themselves.

On the other hand, at the Digital Hub, you are offline online. This is because the hub is moderated by podcasters, networkers, and influencers from the construction industry. In Ulm, they come together with marketing professionals from the concrete and construction bubble. If, for example, you previously only knew the faces of communicators via LinkedIn, you can now talk to them in person and network over a coffee on site.

BFT international: Can you give us an insight into the content structure of the program?

Bakirtzis: The program has a modular structure. I have already mentioned the AI breakouts and workshops. Among other things, we will be looking at digital sales strategies, LinkedIn communication, strategic storytelling, and leadership in marketing. The accompanying theme is always how senior management, but also employees, can become brand ambassadors for their own product or service. In addition, there will be sessions on Thursday on AI in architecture and planning and new digital solutions for the concrete and construction industry. Start-ups will also have a much more prominent presence than before. We are working with the Groundbreakers from Stuttgart and will have some smart pitches with new ideas for the industry.

BFT international: Which target groups are you addressing with this program?

Bakirtzis: The Digital Hub is aimed at marketing, PR, and sales managers from companies in the manufacturing and supply industry, associations, agencies, start-ups, the construction trade press, as well as planning, engineering, and architecture firms and universities. The decisive factor is not the product or service, but the communication task.

BFT international: Does that mean that the Digital Hub is deliberately designed to be independent of specific building materials?

Bakirtzis: Of course, digital communication, AI, storytelling, and brand management in markets that require explanation are not limited to the concrete industry. Naturally, the building material has a significant communication challenge. However, just as the precast concrete sector must explain its building material and construction method, these or similar challenges exist for all other mineral building materials as well. Avoiding the event for purely ideological reasons would only mean missing out on a great opportunity for „digital“ networking. For decades, BetonTage has brought together the entire value chain – from research and development to production and the supply industry. This concentration of expertise, decision-makers, and innovations is extraordinary. Anyone who stops by will encounter a highly relevant network that has an impact far beyond the concrete industry. We use the BetonTage as a strong platform, but the format is deliberately open to other sectors in terms of content.

BFT international: Traditionally, however, many marketing and communications managers from precast concrete plants and the supplier industry are represented at BetonTage. What specific added value does the Digital Hub offer them?

Bakirtzis: This target group in particular faces the challenge of communicating complex technical services in a way that is understandable, visible, and distinctive. The Digital Hub provides them with practical inspiration. Due to the framework of the BetonTage, we also deliberately include presentations by relevant influencers from the precast concrete sector. The link and the connection in terms of content are absolutely there. The Hub thus complements the technical program of the BetonTage with precisely those skills that are increasingly crucial for success in the market. For us at TalkConcrete, these skills are no longer just „soft skills“: in today‘s attention economy and with ever-decreasing attention spans in digital networks, those who communicate inadequately will soon find it difficult to maintain their presence. With this platform, we want to offer an opportunity for exchange and inspiration.

BFT international: What role does artificial intelligence play in the program?

Bakirtzis: A very central one. AI is changing numerous processes in the construction industry. With partners such as the AI Alliance Baden-Württemberg, who will also be present, we are actively integrating innovation networks and promoting exchange between established companies and young players. Together with our partner KIschulungen.com, we are demonstrating specific applications in marketing and communication and presenting realistic application scenarios – beyond the hype, but with a clear vision of the future. We are also showcasing new AI-supported solutions for the concrete and construction industry.

BFT international: What is your personal wish for Talkconcrete | Digital Hub?

Bakirtzis: That it establishes itself as a permanent platform where communicators from industry, research, and practice can exchange ideas annually and work together to take communication in the industry to the next level. Maybe we‘ll even manage to get every precast plant to have its own corporate influencer soon. We‘ll then invite them all to our Talkconcrete podcast.

BFT international: Denny Bakirtzis, thank you very much for talking to us. See you soon in Ulm!