As marketers scramble to dive into the mobile marketing arena, many are finding the sledding to be a bit rougher than anticipated.

A big hurdle facing marketers in the mobile space is consumer resistance, Ad Age writes. Some recent surveys, for example, have found that up to 90 percent of consumers do not want ads on their cellphones.

Also contributing to the problems in mobile is that publishers as well as advertisers are struggling to adapt content and messages to the mobile space, leading to a less-satisfying experience for the consumer.

Still, a great deal of trial and error will be required before mobile marketers can get a better handle on how to succeed in this space: "We're just going to have to fumble our way through this," Jeff Kagan, an independent wireless analyst, is quoted as saying.